Wheat beer highlights the Mandarin brand colour more strongly

The various beer beverages from Schöfferhofer Weizen are given a new brand identity. The characteristic brand colour Mandarin plays a special role here. It characterises the beer crates, but also plays a major role in the revised labels.

8 April 2019

Mandarin-coloured branded crate from Schöfferhofer

Characteristic crate: „Mandarin“ is the colour that makes Schöfferhofer crates unmistakable. (Image: Schöffernhofer)

The various beer beverages from Schöfferhofer Weizen are given a new brand identity. The characteristic brand colour plays a special role in this.

Mandarin: This language is spoken in China. The word is also reminiscent of a tangy fruit that is popular in this country in winter. But Mandarin is above all the brand colour of Schöfferhofer wheat. It is most obviously used for the transport crates of beer products.

The Schöfferhofer brand stands for „tangy, sparkling wheat beer enjoyment“, according to the beverage manufacturer's marketing department. The aim is to emphasise this with the revised Brand presence more clearly, says Head of Marketing Juana Leister, adding: „Because in addition to the characteristic taste, the Mandarin brand colour of our Schöfferhofer wheat is a unique selling point in the wheat beer market.“

Introduction of the new designs by May 2019

Consumers will be able to familiarise themselves with the new „look“ of the traditional brew from this month. The classic wheat beers will be available with immediate effect in a standardised label design offered. The wheat beer mix drinks will follow in May 2019. The new design is also intended to differentiate the various Schöfferhofer varieties more clearly, as the company explains.

New labels are intended to make it easier to differentiate between the various Schöfferhofer varieties. (Image: Schöfferhofer)

A great deal of creativity was also invested in the new, mandarin-coloured SchöfferhoferBrand box invested. Its look and feel have been redesigned. It is characterised by a three-dimensional logo and high-quality Corner engravings. The viewing windows show at first glance which type of beverage is inside. The new design was realised for both returnable crates for 20 bottles and those for eleven bottles.

Numerous advertising measures at points of sale

Schöfferhofer will present the new design with a Communication campaign accompany. This includes various forms of TV advertising. However, many advertising activities are also planned at points of sale. Special Displays, The company has also developed a range of eye-catching advertising materials and activating sales promotion measures.

Schöfferhofer is also stepping up its digital activities: an influencer campaign has been launched and the brand is also present on target group-relevant online formats. Last but not least, there is now also a Instagram-account.

[infotext icon]

Schöfferhofer is part of a large brewery family

Schöfferhofer considers itself to be one of the leading wheat beers in Germany. The brand belongs to the Frankfurt-based Binding brewery, which has been trading as the Radeberger Group since 2002 and in turn belongs to the Oetker Group. The same corporate family as Schöfferhofer also includes brands such as Clausthaler, Radeberger, Hansa and Jever.