In the year of its 150th anniversary, Feldschlösschen is turning a new page. Switzerland’s most popular beer brand is getting a revamped look—and the Feldschlösschen redesign begins where the brand is strongest: with Feldschlösschen Original, the country’s best-selling lager. With its refreshed look, the company is sharpening its identity as a modern Swiss brand and consistently targeting the next generations of beer lovers.

An anniversary is more than just a look back—it’s also an opportunity to reevaluate and further develop one’s positioning. Feldschlösschen is using this moment to update its visual identity without sacrificing the character of the long-established brewery in Rheinfelden. The redesign is intended to both anchor the brand and point it toward the future.

Feldschlösschen Original as the Pioneer of the New Look

Feldschlösschen Original is taking a leading role in the redesign. As Switzerland’s best-selling lager, it represents the entire brand and is therefore the natural starting point for the visual refresh. According to the press release, the revamped visual identity will be gradually expanded to other products in the portfolio.

With its revamped brand identity, Feldschlösschen is positioning itself as a modern Swiss brand that respects its history without being bound by it. The redesign is deliberately aimed at the next generations of beer lovers—and thus sends a clear signal about the brewery’s strategic direction in the coming years.

Two apprentice brewing and beverage technologists from Feldschlösschen are picking up on the current beer trend and have developed an alcohol-free beer, Feldschlösschen Nullkommanix. The new product is now available in selected Coop supermarkets.

Project supports the promotion of young talent

The «Apprentice Beer» project has been jointly supported by Coop and Feldschlösschen since 2019 and promotes the training of future brewers in Switzerland. All proceeds from the sale of Feldschlösschen Nullkommanix are donated in full to the Swiss Brewers Association's training fund.

With the non-alcoholic beer, the apprentices are responding to a growing market trend. The initiative shows how training projects can simultaneously contribute to product innovation and the promotion of young talent in the industry.

www.feldschloesschen.swiss

Feldschlösschen celebrated its 150th anniversary with a festive ceremony on Sunday, February 8, 2026. Around 250 guests came together in the heart of the brewery in Rheinfelden to celebrate the anniversary of the traditional company. Among those present was Federal Councillor Albert Rösti, who accepted the brewery's invitation.

The ceremony was characterized by solidarity and togetherness. In an informal setting, the guests toasted the shared future and paid tribute to the 150-year history of the brewery, which has been cultivating the Swiss brewing tradition since 1876.

With this anniversary, Feldschlösschen underlines its long-standing importance for the Swiss beverage industry and looks to the future with optimism. The brewery from Rheinfelden is one of the best-known brands in the country and combines tradition with innovation.

On February 8, 2026, the Feldschlösschen company celebrates its 150th birthday. The anniversary year is all about community, encounters and shared moments throughout Switzerland.

Encounter and community at the center

From small village festivals and catering establishments to large events, Feldschlösschen 2026 is focusing more than ever on encounters and community. The company wants to honor its long-standing ties with the Swiss population.

Castle goes on tour

While the iconic castle goes on tour through Switzerland, the anniversary will also be celebrated several times at the castle in Rheinfelden. The celebrations will extend throughout 2026 and offer numerous opportunities to toast 150 years of Feldschlösschen together.

With "Bilz Stellare", Feldschlösschen is launching a new variant of the soft drink - free from artificial flavors, sweeteners and alcohol. For the product launch, Havas relies on a humorous and refreshing brand image. With the claim "Free by nature", the agency positions the new Bilz Stellare as a trendy drink for every occasion.

The inventor figure Fritz Bilz leads the campaign as a charismatic figurehead and brings the necessary fun to product-driven communication. "It's no longer enough to 'nag' people to buy something. Even if it interrupts our entertainment program, product advertising has to be fun, both visually and in terms of content, so that it resonates with us. The main challenge here was to communicate all the unique product benefits in the shortest possible time without being boring. And yes, product demos can and should be fun," explains Creative Director Constantin Camesasca.

The agency has teamed up with London-based directing duo Blok for the moving image implementation. The campaign is complemented by national OOH and DOOH measures.

Based on the Havas creative platform, the Feldschlösschen content studio team developed the content for the social media channels. Fritz Bilz takes the community on a creator-style journey behind the scenes and aims to ensure engagement and entertainment with witty and interactive posts.

Responsible at Feldschlösschen: Sarah Stokar von Neuforn (VP Marketing) Agata Jaworska (Marketing Director), Patrick Keller (Senior Brand Manager), Lisa Straalman (Senior Social Media Manager), Anna Preisig (Creative Manager), Lukas Basista (Head of Media). Responsible at Havas Creative: Constantin Camesasca (Creative Director), Julia Fischhaber (Creative Director), Gabriel Mauron (CCO), Jasmine Pierce (Client Service Director), Alexandra Salomão (Account Manager), Jens Friggemann (Copy), Thorsten Buesser (Copy), Tobias Kremers (Art) Pia Chlumetzky (Strategy). Directed by: Paul Casey, Richard Jobson (Blok). Production: Jakub Maloney, Karol Nowicki (Oto Film), Maciej Skwara (Photo), Mieszko Socha (SFX tabletop), Daniel Santorowski (Producer, Cafe Ole), Wanda Kubrakiewicz, Monica Wagner (Orka Film, Post-Production), Kamil Kryszak (Music).

This year, USP Partner AG developed creative and interactive POS activations for Feldschlösschen Getränke AG to bring the brands Feldschlösschen Alkoholfrei, 1664 Blanc and Pepsi Zero Sugar to life directly at the point of sale. Feldschlösschen non-alcoholic presented its expanded hiking range with tastings and a digital competition.

1664 Blanc invited to an individual cover shoot and offered a stylish bar to enjoy the French beer.

Pepsi Zero Sugar celebrated its rebranding with a soccer tippkick tournament and relied on strong brand staging

The campaigns ensured a high level of attention, tasting opportunities and incentives to buy directly at the POS. USP Partner AG once again demonstrated its expertise in the development and implementation of successful retail activations.

Responsible on the client side at Feldschlösschen Getränke AG: Jeannine Grossmann (Senior Brand Manager 1664 Blanc), Patrizia Heinimann (Brand Manager Feldschlösschen Alkoholfrei), Carlo Wolf (Customer Development Manager & Sales Business Analyst), Massimo Galvani (Customer Development Manager. Responsible on agency side: USP Partner AG (overall project responsibility including concept, creation, planning and realization), warp GmbH (creation and realization of the digital implementations)

Just over a year ago, Pepsico announced a new global brand identity for its core brand Pepsi. At the same time, the new logo was rolled out worldwide this spring. In Switzerland, licensee Feldschlösschen Getränke is responsible for this task. The company is receiving support from the Yellow agency.

Inspired by Pepsi's heritage, but driven by its vision for the future, the new Pepsi "Globe Logo" is at the center of the new visual identity system. The round shape unifies both the logo and the individual wordmark into a single brand mark.

While the new "globe logo" is the heartbeat, the pulse patterns are a dynamic, graphic manifestation of it. The new trademark is intended to endure for years to come and inspire uncompromising enjoyment.

Together with those responsible at Feldschlösschen Getränke, Yellow implemented various measures. The focus was on the "Iconic Can", the logo and the claim "New Look, same great Taste". Pepsi deliberately dispensed with additional key visuals in order to give the brand its full attention. The measures implemented included XXL megaposters and rotating columns in Zurich and Geneva, a 15-metre-long underpass design on the Hardbrücke in the city on the Limmat, full branding of buses in Geneva and various advertising materials for use in stores. Caps, shirts, coolers and XXL sunshades were also developed for the catering trade.

Responsible at Feldschlösschen Getränke AG: Claudia Leuenberger (Brand Manager). Responsible agencyYellow.

With the claim "Good Taste with a Twist", the brand wants to conquer Switzerland for itself and is focusing on various activities to make the brand known and present it in line with the new positioning.

Visible at PKZ

At the heart of the Event Toolkit is the back element of the bar, which was already used at Art Genève. USP was responsible for the conception, creation and ensuring the production of the event toolkit and also took care of the organization and planning of the first deployment, which will be followed by many more deployments in 2024.

As part of the partnership with PKZ Burger-Kehl & Co. AG, there are in-store activations at PKZ in Zurich, Bern and Basel, mobile bars and 1664 Blanc corners in the aforementioned stores as well as the temporary display in the PKZ shop window on Bahnhofstrasse in Zurich. Further work is to follow shortly.

Responsible on the client side at Feldschlösschen Getränke AGAstrid Roland (Director Premium Brands), Jeannine Grossmann (Senior Brand Manager), Tanya Schmid (Brand Manager). Responsible on the agency side: USP Partner AG  (overall project responsibility including conception, creation and ensuring implementation), Stammkraft GmbH (stand construction and logistics), 3-D-Art AG (stand construction display window).

The election of the MVP, the Most Valuable Player, is a familiar ritual after an ice hockey match. But what about the spectators? They also make an important contribution to the success of their club with their support. Feldschlösschen's new ice hockey promotion therefore transfers the award to the stands and selects the MVF, the Most Valuable Fans. This is intended to emphasize how important the support of the fans is for the success of every club.

Very close to the fire

The promotion is being carried out in collaboration with SC Bern, a sponsoring partner of Feldschlösschen, and contributes directly to the brand purpose "Feldschlösschen connects": Strengthening the bond between friends and fans and celebrating moments of togetherness. For ice hockey fans, every match is a celebration of their passion - and a cold beer is simply part of it. "With our promotion, we are celebrating the unifying power of ice hockey and Feldschlösschen," says Valencia CEO Michael Gerber. This concept was also well received by the customer Feldschlösschen and its partner SC Bern: "We were impressed by the MVF concept right from the start, as it brings fans into contact with our brand in an authentic and emotional way," says Jérôme Rueff, Brand Director Feldschlösschen.

Behind the scenes with fan photos

The promotion mechanism is based on emotional moments: Fan groups can apply together as MVF with a photo. Be it with a selfie from a cell phone or a picture from a photo booth waiting for fans in the stadium during home matches. The pictures are uploaded to a website and MVFs are regularly chosen from among them. The winners can cheer on their club in exclusive MVF seats directly behind the ice hockey board, including an MVF jersey and drinks voucher. The top pick will also be chosen from all MVFs at the end of the regular season. The lucky ones will experience an SC Bern game in a VIP lounge, including dinner and a meet & greet with SCB players.

An all-round package

Valencia was able to convince the client of the idea and the MVF concept in a competitive presentation and was subsequently responsible for the detailed development of the concept, the creation of all advertising materials and assets, as well as project coordination. "We relied on AI integration for the development of the visuals, which meant we were able to dispense with some of the time-consuming shoots," explains Valencia CCO Tommy Schilling. One of the biggest challenges of the project was the efficient collaboration with various partners and stakeholders: Client, club, promotion agency and many more. This is where Valencia was able to benefit from its many years of experience in project management. "For a job like this, it is particularly important to involve the client and all other partners such as the club or the promotion agency in weekly meetings and to drive the project forward in short sprints," says Roman Bärtschi, Junior Consultant at Valencia.

Omni-channel communication

The promotion is advertised via various OOH touchpoints around the ice hockey stadium: photo booth, fan bench, match advertisements, animations on the videotron and posters. A shoot with SCB players was organized especially for the latter. Online communication takes place via the social media channels of the client and the club. Various assets were created for this purpose, which can be reused by the partners. The programming of the website, including the upload mechanism and connection to the photobooth, was also created within the Valencia Group by the subsidiary Nueva. A software solution specially developed for Feldschlösschen promotions was used, which could be adapted to the project efficiently and cost-effectively.

The promotion started at the beginning of the 23/24 ice hockey season and runs at SC Bern and in a modified form at EV Zug.

Responsible at Feldschlösschen: Jérôme Rueff, Brand Director Feldschlösschen; Kristina Schuhmann, Senior Brand Manager; Patrizia Heinimann, Brand Manager Feldschlösschen; Claude Blatter, Senior Sponsoring Manager Feldschlösschen; Dominique Zingg, Head of Content Studio. Responsible at Valencia Communication: Michael Gerber, CEO, Partner; Tommy Schilling, CCO, Partner; Iraklis Hungerberg, Senior Account Director; Sebastian Refardt, Text/Concept; Roman Bärtschi, Junior Consultant; Amadea Waldmann, Junior Art Director; Markus Brink, Senior Account Director; Michelle Mathis, Junior Art Director. Responsible at Nueva: Remo Brunner, Managing Partner. Responsible at Spool: Mathis Felsche, Project Manager; Marcel Brauchli, Production and Logistics Manager; Kyra Wiederkehr, Junior Project Manager.

With Feldschlösschen Pils, the brewery is offering a new spicy-tart beer made from Pilsner and Munich malts and a blend of hop varieties. Feldschlösschen Pils is available now in the 50-cl can as a 6-pack in selected Coop supermarkets and in the online store JustDrink.ch. From October, the Pils will also be on the beer shelves of Coop Pronto.

Due to the state treaty on the designation "Pils", which had been in force for almost 100 years, a separate category of beer had been created in Switzerland: The Spezialbier or Spezli. While originally including beers brewed in the Pilsner style, the category evolved over the years and adapted to the tastes of Swiss consumers.

To improve the process and also make it as user-friendly as possible for participants, Nueva developed an intelligent software solution that can automatically manage several million codes and tens of thousands of sweepstakes entries. At the same time, users are offered an appealing campaign landing page incl. user account and participation dashboard.

The particular challenge of the "Here's to our summer" campaign lay in the provision of clearly assignable winning codes and the regular, automated drawing of different prize types. There are instant prizes, which can be won immediately when a code is entered, and interval prizes, which are determined on a weekly basis. The winners are notified in real time and the winner data is automatically delivered to the logistics system.

120 million individual winning codes

Promologic allows to efficiently handle on-pack promotions of any kind. In the case of the Feldschlösschen "Here's to our summer" campaign, more than 120 million individual winning codes were generated to award the 5,000 instant and 72 weekly prizes within three months.
raffle. Campaign monitoring takes place in real time via a web-based backend, in which the parameters for automatic prize determination can also be defined. Despite the large amount of data to be processed, the retrieval of winning codes takes place within a few milliseconds, thus allowing a delay-free experience for all participants.

The entire campaign is promoted on an attractive landing page in the campaign design, and sweepstakes entry is via an intuitive account login. The account serves as a dashboard for users throughout the entire campaign. There they can play new codes at any time, view their winnings and previous entries, generate free codes, and read up on information about the process.
As soon as a prize is played out, winners are automatically notified on the portal and by e-mail. The design of the landing page is based on Valencia's packaging design, which included both the outer packaging and the individual containers.

The orchestrated campaign is the first appearance after a brand-strategic repositioning with workshops and target group interviews, which was also developed jointly by Scholz & Friends and Feldschlösschen. With it, Eve is also breaking new ground in terms of media: the campaign, which was conceived with a digital-first approach, focuses on cinematic storytelling in short online video formats and in social media. In addition to the five spot motifs, the campaign can also be seen in TV sponsorship, DOOH and at the PoS.

Responsible at Feldschlösschen: Andreas Locher (Director Beyond Beer, Water & Soft Drinks), Tanya Huber (Brand Manager), Kristina Schumann (Senior Brand Manager). Responsible at Scholz & Friends: Joana Faria, Franziska Stäger, Aster Loerli, David Fischer, Christian Vosshagen, Stese Wagner, Birgit Schuster, Martin Arnold (Creation) Elodie Caucigh, Ella Papadakis, Maike Hoff, Mathias Rösch (Consulting), Lena Altorfer (Strategy), Alina Resnicek (FFF). Film production: McQueen, directed by Elisha Smith-Leverock. Photography: Lina Grün. Sound studio: BLOOP Sound & Music. Media agency: Mediaschneider AG