"Go to regulars' tables and after-work parties"
Senior Brand Manager Stefan Banz taps into a valuable legacy of Zurich's beer history in a deliberately provocative way.
Hürlimann has been very quiet in recent years: With the
marketing, market coverage also declined. Which is why this
sudden change of course?
Stefan Banz: Hürlimann is
a valuable, well-known brand in our portfolio. But today the
Competition in the beer market is tougher than ever. That is why we have
decided to revive Zurich's traditional brand. We
see the relaunch as a commitment to the brand and as confirmation of
our customers and consumers.
WW: A very masculine affirmation.
Stefan Banz: Eighty
percent of Hürlimann consumers are men. We take this into account in the
advertising measures and clearly differentiate Hürlimann from the rest of the
beer market.
WW: You
are now revitalizing a relatively low-margin volume beer brand,
and this in a local market that is extremely difficult and in which
has picked up a lot of brands recently. Which strategy
are you pursuing with your relaunch?
Stefan Banz: Hürlimann
is and remains the brand in the region thanks to its broad distribution.
Zurich and will be increasingly recognized through a new appearance.
talk. In this way, we want to bring Hürlimann closer to our customers again.
and consumers.
WW: Can the rough advertising slogans for a popular beer like Hürlimann have an ironic effect and attract younger target groups?
Stefan Banz: Of which
we are convinced. Direct and witty slogans are a must in our
society is generally a popular form of entertainment, be it on the
Regulars' table in the country or at the after-work party in Zurich.
WW: Does the comparison with the old IWC campaign bother you?
Stefan Banz: No.
Interview: Luca Aloisi
