Ammarkt rewrites St. Gallen city history
St. Gallen is celebrating its patron saint this year. On Ammarkt, Schützengarten is launching its anniversary beer, Gallus 612.
According to the story, the Irish monk Gallus stumbled over a root in St. Gall 1,400 years ago and was supplied with firewood by a bear. However, there are historians who doubt this version. He is said to have come from Alsace, and that only a year later.
No matter, the anniversary is always a reason to celebrate. And so Schützengarten, Switzerland's oldest brewery, has spent more than twelve months developing an anniversary beer. The Ammarkt agency was involved in the secret project right from the start. The result is Gallus 612, an old-style ale for which Schützengarten and the St. Gallen agency produced a special bottle with glass seals in the best ale style. In collaboration with British illustrator Martin Hargreaves, the company also created a label and an introductory campaign with a teaser phase that takes a look at the Gallus story. "As it really was" does not in fact clarify the Gallus legend in question, but rather the beer recipe that Gallus already enjoyed. After all, the anniversary beer Gallus 612 is a tribute to the enjoyment of beer as it was in St. Gallen's founding days.
Responsible at Brauerei Schützengarten, St. Gallen: Christoph Kurer (CEO), Roger Tanner (Head of Marketing Communications). Responsible at Ammarkt, St. Gallen: Roland Geiger (consulting), Michael Schmid (strategic planning), Martin Fuchs, Sascha Fanetti (CD), Nadine Osterwalder, Jan Walser (graphics). Illustration: Martin Hargreaves. Text: Aron Herz. Media: Mäggie Widmer.
