The beer giants also dominate the advertising market
An analysis by Media Focus shows that when beer is advertised in Switzerland, Heineken and Feldschlösschen are almost always behind it.
The global craft beer hype has definitely reached Switzerland - microbreweries are currently springing up like mushrooms. However, this development leaves the Swiss beer advertising market cold. In the Swiss advertising market, the cool blonde is mainly promoted by the two giants Feldschlösschen (incl. Cardinal) and Heineken (incl. Eichhof, Calanda).
These alone are responsible for over 80 percent of the advertising pressure generated by beer advertising from January to September 2019. The ranking of the most advertised beers shows this impressively. Three of the ten products come from Heineken, while Feldschlösschen is responsible for seven.
At the top of the ranking is Eichhof Urfrisch, which will be launched in 2019. with a broad-based campaign was advertised. Lurking close behind is the classic Feldschlösschen Original, followed by the in-house, cloudy Braufrisch. The "leather medal" goes to the beer Calanda Glatsch, which comes in a hair's breadth behind third place.
The Feldschlösschen Weizen in 5th place was advertised at just under one million gross francs. It is followed by the "strong cyclist" Calanda Tandem and Cardinal Blonde. The Pale Ale, which has been available since August 2019, and the Dunkel from Feldschlösschen also make it into the top 10, with Cardinal Blanche occupying the last place.
