The Inventor of German Pilsner Culture
In 1872 Radeberger Pilsner was founded by a handful of great entrepreneurial minds united by one challenging vision for the best beer. To this day, their spirit is alive and brewing. The brand chose us to spread the word, reposition and establish Germany’s favorite Pilsner in international markets.
What tea is to the British and wine to the French, beer is to the Germans. To the world, German beer culture means heritage, craftsmanship, and taste. Radeberger Pilsner is a well-known favorite at home. Stepping out into the global market, Radeberger had to prove itself to a larger and more versatile consumer base across different cultures and tastes.
So we rethought the brand’s image and invigorated it for its new cosmopolitan audience. All without losing sight of what makes Radeberger special: its roots.
This positioning earns the brand a distinctive standing in the on-trade and off- trade environment. Needless to say, our concept seamlessly integrates branding, packaging and communication.
A premium beer deserves a premium position. We situated Radeberger where unrivaled heritage and contemporary vision meet. “The Culture of Taste” unites these qualities and brings them to life.
We tell a brand story that appeals to a discerning global clientele. What the brand needs we provided: room to shine. The White Space. A metaphor for the beer’s purity and iconic status.
Since its reinvention, Radeberger Pilsner has become the number one German draft beer in New York City, totaling over 500 accounts in 2017. Prost!