Contexta: The Bear, not set, but made

In 1865 the Brasserie Valaisanne zSittu was founded as the first brewery in the canton of Valais. With its 10-strong team, the brewery is now a reliable and personally run business that is more successful than ever. The Swiss beer market is currently undergoing a major change. The trend towards more gigantic breweries is unbroken and there are now five times as many breweries as there were just 10 years ago. The boom and above all the advance of independent microbreweries are directly linked to the growing demand for craft beer and the trend towards more regionality. In Valais, the best brewers are those who break with the usual conventions and mix the whole of Switzerland with handcrafted, powerful beers that are full of character.

Handwarming with a lot of heart and songs

The bitonig faner local Härkunft liggt uber überall im Trend, but just because äs Biär üs dum Wallis chunt, is nu lange keis bessers Biär. And certainly not "gicraftuts". Hans Joachim Meyer, the man responsible for the brand, explains the unique and characteristic Valaisan way of doing laundry: "Their hardness shapes their character and the way they do things. The environment is harsh and rugged, the people concentrate on their laundry, they are independent, and they cultivate a maximum of happiness, pleasure and cheerfulness. The gruffness, the unique character and the unrestrained freedom are reflected in the Valais brewery punch. "The Valaisans cultivate their original craft with a lot of heart and songfulness," says Meyer. The focus is on the brewing process and its associated quality: beer in the Brasserie Valaisanne is not made by hand, but by hand and with a lot of care. The new claim expresses this bluntly: "We like beer".

Not a reason for a bad beer

The focus was on the communicative implementation of the individual species. Hans Joachim Meyer refers to the striking illustration: "With the new, young appearance, the hardness of information about the Valais is made more tangible and we show various Valaisan characters such as the black-nosed sheep, the Valaisan wolf or the "Tschäggättä", which thanks to the distinctive illustration style of Jon Contino ensures a hand-warming amusement and the necessary attention. Combiniärt wärdunsch mit der eigunt entworfunu Schrift. "Headlines such as 'At last, a style that isn't a fan of style' or 'There's no good reason to break a bad beer' reflect the humor and pride of Valaisans," Meyer continues.

Än Hüch fa Valais apricot

The new market entry includes the poster and its own Websieta öi diverse packaging and POS material. At the same time, the growing trend towards craft beer has inspired Brasserie Valaisanne to come up with two new innovations: "Valaisanne Ämrich Weizu" is a wheat beer that combines fruity apricot milk with hops in a natural way and without any artificial additives. The bizeichnig Ämrich chunt üs the Valais dialect and means the brüehmtu Valais apricot. The second novelty is the "Valaisanne Pale Ale", a fruity-aromatic "Single Hop Pale Ale". In total, the range includes five unique beers. And in every bottle there is an individual and powerful taste, as an expression of the unmistakable Valaisan character.

Responsible bi Feldschlösschen Beverages: Hans Joachim Meyer, (Marketing Manager Regionali Marke), Regina Wurz-Janssens (Leiteri Marketing), Nadja Unger (Assistäntin Regionali Marke). Responsible agency: Contexta Wärbeagentur BSW, Bäru. Illustrazione: Jon Contino, New York.

If you want to use the Valais German should not be powerful, you will find here a German version of the text (PDF).