Kirjeldus
The First Wheat Beer That Stayed. Many brewers in Estonia have tried to introduce wheat bear to Estonian market but failed really quickly. For A. Le Coq's Alexander Weizen we had to find a new communication angle. We discovered that there is a special pouring ritual for wheat beers and we decided to teach it to Estonians. Estonia's leading beer sommelier taught it in our TV ad. Everybody could sharpen their skills by going to our website and taking an interactive course in pouring the weissbier. Now Alexander Weizen has sold 2 times as much as the previous wheat beers together. And it's still proudly on the supermarket shelves.
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