Heineken Social Media: Monami Manages Five Beer Brands
Since January 2026, the Zurich-based agency Monami has been managing Heineken Switzerland’s social media account—covering five brands, each with its own strategy, tone, and community.
Five Brands, Five Strategies: Monami Manages Heineken's Social Media
Since January 2026, the Zurich-based agency Monami has been managing Heineken Switzerland’s social media account. What makes this project unique is that It’s not about a single brand, but rather five distinct beer brands in a saturated market—Heineken, Birra Moretti, Calanda, Eichhof, and Ittinger. Each brand targets its own audience, speaks its own language, and manages its digital channels according to a custom-developed strategy.
Monami secured the contract through a multi-stage pitch. The scope of services covers the entire value chain: from strategy to concept development and content production to community management.
Differentiated Brand Management as a Core Competency
In the first few months, Monami developed a unique strategy for each of the five brands—tailored to their tone, platform logic, and target audience. The result: Each brand has its own voice and language in the digital space. For Birra Moretti, Calanda, Eichhof, and Ittinger, content has been actively posted on these channels since early 2026; Heineken itself is set to follow shortly.
Isabel Einhorn, Marketing Manager at Heineken Switzerland, explains the decision as follows: «In the bid, Monami demonstrated that creativity and brand discipline are not mutually exclusive—that’s rare, and it’s exactly what we were looking for.»
The agency is just as motivated. Tim Schärer, Head of Creative Strategy at Monami, says: «Working for such legendary brands, immersing myself in these strong communities, and watching them grow is a dream come true—and it’s incredibly motivating.»
Initial Implementations in Heineken's Social Media Presence
Content for all four current brands has already been created and is available for the public to view. For Calanda, the first Instagram Reel is available at https://www.instagram.com/reel/DWqltxFil7o/ available; for Eichhof, see https://www.instagram.com/reel/DU8iIlNCBym/, for Birra Moretti at https://www.instagram.com/reel/DW0j-pyjP7t/ and for Ittinger at https://www.instagram.com/reel/DXv5V92jwY7. The Reels illustrate how different the visual language and tone of voice can be depending on the brand—from Calanda’s down-to-earth, regional character to Birra Moretti’s Mediterranean positioning.
Responsible at Heineken Switzerland: Isabel Einhorn, Marketing Manager. Responsible at Monami: Tim Schärer, Head of Creative Strategy.
