Collectible crate inserts: How Schützengarten is spiffing up its brand associations on the market
Schützengarten, the oldest brewery in Switzerland and a longtime KATZ customer, recently updated its branding efforts with a new, exciting project: a crate insert with six beverage coasters, which are affectionately referred to as “beer plates” in Swiss German. Needless to say, the insert had the same design features that make Schützengarten’s lager offerings stand out visually. And to complement that, the brewery included a premium bottle opener as a free and convenient promotional item.
The goal was to create an unexpected brand experience and bring off-trade consumers closer to the brand. A key element of that was the tactile component of the aforementioned extras, which additionally let consumers take a bit of the brewery’s brand identity home. It’s an approach designed to boost visibility at the point of sale – that is, exactly where brand impressions pay off the most.
The beer plates had to accurately reflect the original design for Schützengarten lager while featuring premium quality and heavy-duty durability. Once everything was ready to go, a total of 8,000 custom-size sets were produced, which was made possible by extraordinary teamwork and a relationship to Schützengarten that has always been characterized by trust.
Positive feedback from the market
The response from consumers has been nothing but positive. “A lot of people told us they viewed the set as a premium giveaway and a very welcome surprise. They also said they loved the authentic design. Some even asked if the beer plates were available separately, which is a pretty strong indicator of how collectible the set is and how much added value it adds through the emotional bonds it creates,” says Roger Tanner, the Head of Marketing at Brauerei Schützengarten.
From a brand perspective, the crate insert serves several purposes at the same time: It makes the brand pop out at retailers, serves as an interface to the hospitality industry, and reinforces brand loyalty with a tactile experience with added value.
“This project shows how creative custom shapes can make a brand tangible – far beyond what we usually think of when it comes to traditional beverage coasters,” says Olaf Müller, the Senior Sales Manager for Germany, Austria, and Switzerland at KATZ. “This crate insert draws attention, creates bonds, and lets consumers feel the brand with their own hands.”
