The stories to the front
Räuber Kneißl, the brewery festival, the regulars’ table: the new structure gives room to what makes the brewery what it is. Nobody buying a beer decides on its original gravity.
A regional brewery with its own festival, its own range – and a beer named after a Bavarian outlaw.
- Sector
- Brewing
- Engagement
- Website redesign
- Website
- brauerei-maisach.de ↗
Brand profile
Brauerei Maisach belongs to the Kühbach estate but leads a life of its own: its own range, its own staff, its own brewery festival – and, in “Räuber Kneißl”, a beer named after the Bavarian Robin Hood.
A regional brewery lives on exactly those stories. They are what a corporation cannot buy.
Project definition
Our job was the redesign of the website – not the brand, not the range, not the labels.
The existing site did not do its own content justice: stories like Räuber Kneißl, the brewery festival and the Stammtischratsch – the regulars’ table talk – stood as menu items of equal rank beside the legal notice. What makes a brewery unmistakable belongs at the front, not in a subpage called “history”.
Scope of work
Redesign of the website, including multilingual support.
The solution
Several languages
The site is built for several languages. For a brewery with a festival and visitors that is not a nicety: people visiting the region do not necessarily speak German – and certainly not Bavarian.
The range at a glance
The beers stand side by side rather than one below the other, each with what makes it distinctive. A brewery with an established range quickly has twenty varieties – and the visitor is looking for exactly one.
Outcome
A site that tells the brewery’s stories rather than filing them – and one that works for guests who speak no German.
