Stiegl

Background

Stiegl is the beer that Mozart drank. It is one of Austria’s biggest and oldest private breweries, established in 1492. Wishing to maintain its leadership, Stiegl came to KISKA with the request for new glasses. During their workshop with us they realised that their brand is strong but that that differentiated. They decided for an analysis of its existing market positioning and recommendations for the future as well as the generation of a new brand and design platform that would drive future strategic growth.

Benefit

Customers now have a clear perception of Stiegl and its values. So do the decision makers who decide whether to include Stiegl in bars and retail premises. Different packages for each segment, with premium packages for hotels and standard packages for other locations, help to satisfy niche markets. In addition, Stiegl is developing new ‘gastro’ customers and its sales team is finding more opportunities for the business. As Marketing Manager Torsten Pedit says, “KISKA managed to interprete our brand in a modern way. Our new glass series has many USPs which are responsible for high recognition and presence in the hospitality industry.”

Result

Among the ‘tools’ which were developed for the new initiative were different hospitality packages (Premium vs. Basic) for the different hospitality locations (würstel booth vs. five-star restaurant). Furthermore we developed a series of new glasses, a new dispenser for use in bars, a range of other sales tools, and accessories for waiters. A new flagship store, the Stiegl Terminal at Salzburg Airport, completed the package. Complemented by a programme of strategic communication, as well as exhibition stands and PoS displays, the new approach unifies all Stiegl activities and products and ensures that the company benefits from a single, powerful brand image.

If you would like more information please contact Thomas Rothauer!