Weber Grill distributes different types of grills, as well as a wide range of accessories. Since 2010, Weber has been offering grilling classes in its Weber Grillakademien. Under the guidance of so-called Weber grill masters, participants prepare different dishes on various charcoal, gas and electric grills.

Grill classes can be booked on the website, where participants can choose between 27 different locations in Germany. The booking site also features comments and rating by former participants.

Weber‘s supreme standard of the Grill Academy is not only to provide training, but also to ensure users experience and enjoy the Weber Grill. By uniting people who share the same passion, they create a social community across Weber Grill users. In 2013, an impressive 30,000 people visited Weber Grill Academies.

Weber Grill shares further information on its website, its app and its blog. Users can find content related to recipes, grill basics and safety norms. These additional services complement the activities of Weber’s social community.

Ebeltoft point of view

Weber won a role in the life of many people. By creating a lifestyle and marketing strategies featuring authentic, original content focused on grilling, the company established a BBQ culture, which resonates for its customers.

Weber generated loyalty and an emotional bond with customers. By drawing them into the brand’s social community and product world, it created an outstanding experience and can succeed at cross-selling.