Cheers to the diversity of beer
Bier Ruf Lanz has refreshed both the sub-brands and the traditional umbrella brand for Cardinal. umbrella brand for Cardinal.
Bier Ruf Lanz has refreshed both the sub-brands and the traditional umbrella brand for Cardinal.
Cardinal has been refreshing people with excellent beer since 1788. However, the Fribourg brewery is characterized not only by a great tradition, but also by innovation. Cardinal regularly surprises the country's connoisseurs with fresh beer specialties. Ruf Lanz has therefore brewed a campaign for Cardinal that focuses on the various sub-brands and at the same time strengthens the traditional umbrella brand through its high level of recognition.
The individual subjects dramatize the advantages of the respective Cardinal sub-brand in a surprising way. In doing so, they dispense with the usual regulars' table beer humor and use a more aesthetic and artfully reduced visual language.
Striking subjectsCardinal Draft, which was brewed for night owls, has been stylized into a flashlight by Ruf Lanz. The noble character of Cardinal Spéciale is signaled by wine holders and drip catchers. Coin-like stacked lids indicate that lovers of Cardinal Sans Alcool can save themselves the cab fare even after a night of drinking. The classic Cardinal Lager, on the other hand, crowns everyday life, which is why the inverted cap is strikingly reminiscent of a crown. And the fact that the Christmas beer is not only called that for once, but also looks like it, is guaranteed by a graphically modified foam that pours over the glass like a Santa Claus beard.
Since September 2006, these and other striking images have been displayed on countless billboards and advertisements throughout Switzerland.
Bavaria, Fribourg, Rheinfelden and Fribourg againIn 1788
the landlord of the "Zum Lachs" inn near the Berner Tor in Fribourg decides to build a brewery for his son next to the property. He had completed his training with a Bavarian master brewer. The two of them were breaking new ground, as beer brewing had previously been the preserve of monks and grain farmers. After several changes of ownership, the brewery goes to a scion of the Blancpain watchmaking family from the Jura. This adds entrepreneurial thinking to the yellow barley juice.
In 1890, the Bishop of Fribourg is consecrated Cardinal by the Pope and a special celebratory beer is brewed under the label Brasserie du Cardinal. The brewery quickly expands and moves from the old town to the train station. There it becomes a real Fribourg institution. Beer becomes popular and sales increase.
In 1970, the Brasserie du Cardinal, the Brasserie Beauregard in Fribourg, the Salmen brewery in Rheinfelden, the Brasserie de la Comète in La Chaux-de-Fonds and the Wädenswil brewery founded Sibra Holding. Two years later, the five master brewers compete in a game of Jass to determine the name of the now national beer. Cardinal wins and becomes a nationally distributed brand. In 1996, Feldschlösschen-Hürlimann, which has since acquired the majority of the capital of Sibra Holding, announces the closure of the Cardinal brewery. But there is resistance. Feldschlösschen signs an agreement in 1998 that Cardinal will continue to be brewed.
Andreas Panzeri
Cardinal has been refreshing people with excellent beer since 1788. However, the Fribourg brewery is characterized not only by a great tradition, but also by innovation. Cardinal regularly surprises the country's connoisseurs with fresh beer specialties. Ruf Lanz has therefore brewed a campaign for Cardinal that focuses on the various sub-brands and at the same time strengthens the traditional umbrella brand through its high level of recognition.
The individual subjects dramatize the advantages of the respective Cardinal sub-brand in a surprising way. In doing so, they dispense with the usual regulars' table beer humor and use a more aesthetic and artfully reduced visual language.
Striking subjectsCardinal Draft, which was brewed for night owls, has been stylized into a flashlight by Ruf Lanz. The noble character of Cardinal Spéciale is signaled by wine holders and drip catchers. Coin-like stacked lids indicate that lovers of Cardinal Sans Alcool can save themselves the cab fare even after a night of drinking. The classic Cardinal Lager, on the other hand, crowns everyday life, which is why the inverted cap is strikingly reminiscent of a crown. And the fact that the Christmas beer is not only called that for once, but also looks like it, is guaranteed by a graphically modified foam that pours over the glass like a Santa Claus beard.
Since September 2006, these and other striking images have been displayed on countless billboards and advertisements throughout Switzerland.
Bavaria, Fribourg, Rheinfelden and Fribourg againIn 1788
the landlord of the "Zum Lachs" inn near the Berner Tor in Fribourg decides to build a brewery for his son next to the property. He had completed his training with a Bavarian master brewer. The two of them were breaking new ground, as beer brewing had previously been the preserve of monks and grain farmers. After several changes of ownership, the brewery goes to a scion of the Blancpain watchmaking family from the Jura. This adds entrepreneurial thinking to the yellow barley juice.
In 1890, the Bishop of Fribourg is consecrated Cardinal by the Pope and a special celebratory beer is brewed under the label Brasserie du Cardinal. The brewery quickly expands and moves from the old town to the train station. There it becomes a real Fribourg institution. Beer becomes popular and sales increase.
In 1970, the Brasserie du Cardinal, the Brasserie Beauregard in Fribourg, the Salmen brewery in Rheinfelden, the Brasserie de la Comète in La Chaux-de-Fonds and the Wädenswil brewery founded Sibra Holding. Two years later, the five master brewers compete in a game of Jass to determine the name of the now national beer. Cardinal wins and becomes a nationally distributed brand. In 1996, Feldschlösschen-Hürlimann, which has since acquired the majority of the capital of Sibra Holding, announces the closure of the Cardinal brewery. But there is resistance. Feldschlösschen signs an agreement in 1998 that Cardinal will continue to be brewed.
Andreas Panzeri
