SBC launches online campaign for future brewing apprentices

Only just under 10 apprentices start their training as brewing and beverage technologists specializing in beer each year. An important reason for this is that many young people and their parents simply do not know before the apprenticeship that the training opens the door to an interesting and future-oriented profession.

With the "Become a legend" campaign, the SBV now wants to draw attention to the exclusivity of the apprenticeship. Only a few young people have the opportunity each year to start an apprenticeship as a brewer and thus become a legend. There are currently 38 officially approved training companies. "It is clearly the aim of the Swiss Brewers Association to make the profession of brewer better known and thus ensure the professional transfer of knowledge of the millennia-old tradition of brewing beer," says Marcel Kreber, SBV Director, outlining the motivation behind the campaign.

The newly created website Become-a-legend.ch provides all the information about apprenticeships in an entertaining and appealing way. The campaign has been running since the end of 2024 on various social media channels such as TikTok and is intended to direct young people and their parents to the website and thus generate more attention for the apprenticeship.

The campaign was made possible by the Swiss Brewery Association's training fund. The fund is supported every year by the "Apprentice Beer" project from Feldschlösschen and Coop. Last year, the apprentices at the Feldschlösschen brewery developed and brewed their own beer for the sixth time. The proceeds from the sale amounted to 64,000 francs. The two partners Feldschlösschen and Coop donated these proceeds to the SBV training fund. In the past, this money was used to build a brewing workshop, among other things. In addition to the development of the advertising campaign, the money from the training fund will be used for other projects that support all brewing apprentices in Switzerland.