Reston, VA — Volkswagen is shifting gears from cars to condiments with the debut of its famed Gewürz Ketchup in the U.S. for the first time. As part of the brand’s ongoing 75th-anniversary celebration, Volkswagen of America surprised its fans with a limited shipment of this iconic tomato-based sauce, offered free of charge through the company’s DriverGear merchandise portal.
The excitement surrounding the launch was short-lived, as the entire stock of VW Gewürz Ketchup, better known as the perfect pairing for Volkswagen’s currywurst sausage, was quickly snapped up by enthusiasts. Though more famous for its beloved cars, Volkswagen has a long tradition of serving up its signature currywurst and ketchup at its German plants, a practice that started in 1973. This unique ketchup, developed by Volkswagen chefs, is integral to the company’s culinary history and is prized for its perfect balance of spices that complement the savory, bite-sized currywurst.
“We’re celebrating more than just an anniversary; we’re celebrating the shared memories and passions that make Volkswagen the brand it is today,” said Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing at Volkswagen of America. “Our Gewürz Ketchup Brand is one of those unexpected symbols of Volkswagen’s heritage, connecting our community in ways beyond the road.”
Volkswagen’s 75th anniversary festivities in America include an ongoing series of fan-driven stories, with a special highlight on Jamie Orr, a VW enthusiast who has been bringing bottles of the Gewürz Ketchup back to the U.S. for years as souvenirs. Orr’s devotion to sharing this culinary piece of VW history inspired the company to bring the ketchup to American shores for a wider audience to enjoy.
For those who missed out on this limited release, Volkswagen’s Gewürz Ketchup will make a special appearance at ChainFEST, the premier gourmet chain food festival, in Los Angeles on October 5, 2024, offering fans one last chance to experience a taste of Germany’s automotive history in condiment form.
As Volkswagen continues to celebrate its legacy, the brand’s unexpected cultural icons, like the Gewürz Ketchup, are proving that its impact goes far beyond the automobile industry—capturing the hearts and taste buds of fans around the world.
