ABOUT

THE CATEGORY CLICHÉWheat beer marketing has been colonized by Bavarian tourist clichés: Lederhosen, sunny beer gardens under blooming chestnut trees, bucolic alpine meadows, oversized glass steins with giant cartoon foam heads, and polite slices of orange perched on the rim. It sells wheat beer as a lightweight summer novelty for holidaymakers.THE PRINCIPLEUnfiltered wheat beer was never a polite, sweet picnic beverage. Before industrial filtration existed, suspended yeast and raw malt protein made beer thick, cloudy, and calorie-dense enough to sustain physical labor through brutal Alpine winters. In 1876, when Theophil Roniger and Mathias Wüthrich built the red-brick castle brewery in Rheinfelden, brewing unfiltered wheat beer was heavy, soot-stained industrial toil: shoveling kiln malt, handling boiling copper kettles, and working in steam and freezing mountain damp in heavy wool waistcoats. Real wheat beer is not meant to be clear; its cloudiness is the physical evidence of unstripped grain. Taking the yeast out removes the spine of the beer. We do not filter for cosmetic clarity. We leave the cloud so you can taste the grain.CAMPAIGN PLATFORM & MASTER HEADLINEFeldschlösschen Weizen // "The Unfiltered Castle"Master Headline: Clarity is for windows.THE COPY SYSTEM & EXECUTIVE BYLINESub-copy: Unfiltered wheat beer brewed in the red-brick castle of Rheinfelden since 1876. 100% natural yeast sediment. Feldschlösschen Weizen.Brand Strategy, Creative Direction, Art Direction, Copywriting: Deborah Rossouw