Viennese beer brand fights global anonymity with local tradition

ottakringerIn a global crisis, regional values become more important for consumers who are scared of and confused about globalization, a phenomenon that’s out of their control. Consumers’ trust can be gained via signifiers of their cultural heritage—e.g., small, likable local brands with a long tradition, like the Neapolitan wafer brand Manner; or a well-known local hero, like Sarah Wiener for OMV Austria; or a regional dialect.

One of the most famous local beer brands, Ottakringer, uses the local dialect Viennese and a local style of irony and humor with the claim “Mei bia hot ka krise” (“my beer has no crisis”) to fight consumer pessimism. And while beer sales have declined by 10 percent in Austria, Ottakringer is the only brand that is going against the trend, with growth of 0.6 percent in the past year.

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