Radeberger: The Culture of Taste

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.

Brand repositioning and establishing Germany’s favorite Pilsner in international market and for a 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. The 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. 

Since its reinvention, Radeberger Pilsner has become the number one German draft beer in New York City, totaling over 500 accounts in 2017.

CLIENT:Radeberger Pilsner
SCOPE:Brand Positioning / Strategy / Communication & Claim Development /  Packaging Design / Key Visual Development / Print Campaign / OOH
WEBSITE:radeberger.com

Radeberger: Tastemaker Collective

5 Visionaries. 5 Stories. 1 Collective

Radeberger Pilsner was built on the dream to brew the best beer. To celebrate its heritage of innovation, the Tastemaker Collective was launched; Giving back to New York City’s diverse community of entrepreneurs and creators.—> ADD IMAGE T3_

During the founding period of modern-day Germany in 1872,

5 friends got together one night and founded Radeberger Pilsner. This narrative inspired the Radeberger Pilsner Tastemaker Collective as a launching pad for exceptionally promising New Yorkers who dream big.

We selected 5 young visionaries embodying the fearless spirit of Radeberger Pilsner’s founders of today. With a grant of $10,000 each, they got a chance to realize the project of a lifetime – and behind the scenes, our video team got to document their progress, their practice, and their regular gatherings at the brand’s monthly “Stammtisch” meetings.

The Collective included urban farmers, contemporary visual artists, to culinary envelope-pushers, all of whom were part of a vibrant online community in their own right. This enabled Radeberger Pilsner to tap into five versatile fan bases with high-quality video footage and compelling visual storytelling. In turn, Radeberger Pilsner introduced the Tastemakers to a new audience – its own community.

The Tastemaker Collective was as a resounding success. When the last glass was raised at the final Stammtisch, the campaign had racked in nearly 2.5 million impressions and grew Radeberger’s social media by over 30%. And this was just the beginning…

Client: Radeberger Pilsner
Task: Campaign Development, Event Concept
Service: Communication
Website: Tumblr