New look for Stuttgarter Hofbräu beers - more modern design

"With the rejuvenated and tidy design, we are ensuring even better differentiation of varieties and a high recognition value in the market," says Martin Alber, Spokesman for the Management Board and Head of Marketing. Junior Brand Manager Nina Müller adds: "Consumers now recognise more quickly which Stuttgarter Hofbräu variety it is. In the case of the non-alcoholic and export varieties, we have placed greater emphasis on the variety-specific colours blue and red in the design."

Another new feature is that, in the interests of sustainability, the Stuttgarter Hofbräu Pilsner and Herren Pils varieties will no longer have aluminium foil on the neck of the bottle. However, the brand essence will remain the same despite the changeover to the new design. The Stuttgarter Hofbräu logo, the Württemberg coat of arms and the Stuttgarter Rössle will continue to appear on the packaging as an expression of regionality and value. The Stuttgarter Hofbräu festival beers will be redesigned in the course of next year.

"With the new outfit, in addition to our regular users, we also want to specifically address a younger target group that, in addition to a high emotional connection to the brand, focuses on a connection to their homeland and Swabian joie de vivre," explains Martin Alber. "With our Stuttgarter Hofbräu Käpsele, on the other hand, everything remains the same due to its independence as a new and successful variety."

The relaunch of the Stuttgarter Hofbräu beers will be accompanied by a high-profile outdoor advertising campaign in the core area, at the POS and through social media activities.