Mühlen Kölsch - Development Communication Tools
The new Mühlen Kölsch "fresh" design was transferred firstly onto the bottle (front and neck labels, crown caps). The emphasis here was on attractive containers in particular - the new 0.33 litre longneck and the six-pack. The printed materials invigorate desire for a fresh and pleasing Kölsch and ensure that the new brand presence is widely recognised.
The Malt Mill Brewery (Brauerei zur Malzmühle) is a well-known and distinctive landmark for the brand Mühlen Kölsch, both a brewing facility and a culinary experience. Brewery visitors are invited to explore the website to prolong their special brewery experience "on the net".
The sales concept takes all sell-in and sell-off measures into consideration. These measures range from the portfolio of sales folders and product sheets to the advertising material design that caters for visibility at point of sale, as well as competition campaigns, which can be distributed in boxes or run as in-store sweepstakes.