Thursday, September 18, 2008

German brewer sells authenticity

There's a story in today's New York Times on Rothaus, a state-owned brewer in Germany that has seen sales double over the last 15 years, while overall beer sales in the country have been declining. The success has come without a single TV or radio commercial. The story says many Germans seem to be drawn to the brand because of its non-corporate image. From the story:

“The ad agencies always wanted to seduce us into making not only a good beer but modern commercials,” said Thomas Schäuble, the head of the brewery and himself a native of the Black Forest region. “But people here in the Wild West of Germany are hard-headed,” he said with a chuckle.

There's also much mention made of the character in the brewery's logo. Birgit Kraft (apparently a German homonym for "beer gives strength"), as she's known, is something of an icon. That's her pictured above.

I don't believe Rothaus exports to the U.S. Has anyone out there reading had the pleasure of a bottle or mug?