The Brau Union Austria presents itself with a new brand appearance that not only brings a visual breath of fresh air, but also conveys the values and vision of the company in a contemporary and convincing manner. The redesign emphasizes the connection of the twelve regionally anchored breweries with their 15 strong beer brands and thus underlines the local and regional reference and their importance for all of Austria.
“We are experiencing how the market and customer needs change and actively participate in this change,” says Daniela Winnicki, who has largely managed and shaped the process as Director Corporate Affairs of the Brau Union Austria. “Especially younger consumers: inside has a different access to beer culture and can be found in our innovative products such as the much -noticed Gösser Biostoff and a growing range of 0.0 -drinks. This way we make our variety visible – with our wide range of beers, our deep -rooted brewery locations and all the committed colleagues who stand for brewing. Expression of this diversity – an evolution of our traditional history. “
Apart from a light refresh in the years 2011/2012, the previous Brau Union Logo has existed since the merger of the two brewery associations Brau AG and Steirerbrau in 1998. Since then, the beer market has changed significantly: Even if a third of the Austrians: Interior beer in the catering industry tastes better than at home, the significant consumption retention and the further thinning of the catering drive are clear noticeable. In addition, there is a changed purchase and consumption behavior of consumers: non-alcoholic beer, organic beer and innovative reusable containers are currently very trendy, as the representative market survey for the beer culture report 2024 shows. The Brau Union Austria combines this mix of quality leadership, sustainability, innovation and local connection under its new visual roof.
“We have now used the green color of hopping and also created the possibility of inverted lettering and logo through new typefaces and more powerful explanations, i.e. in a white script on a green background. The result was a branding that creates a balance between shared strength and individual identity of the breweries and is very useful for all areas,” continues Winnicki.
“We wanted to create a branding that makes the fresh wind noticeable in the corporate mission – and recharge the core idea of the Union in all its diversity. With the new appearance, the Brau Union Austria is not new, but visibly combined: As a roof brand, which shows attitude, celebrates variety and underlines the common claim to quality. The two ‘Us in the logo are symbolically lived. Color accents in the new design make this diversity visually tangible.
The history of the Brau Union Austria goes back to the 15th century. The company builds on this legacy with passion, know-how and innovative strength. Around 2,600 beer and beverage professionals ensure that beer will continue to remain one of the Austrians’ favorite drinks in the future. More information at: www.brauunion.at
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