Heineken: The Paulaner Pour

Paulaner is an authentic Bavarian-style wheat beer and has been available in Ireland since 2006 in bottle and draught formats.

Heineken: The Paulaner Pour

Agency name: Ground 4D Client name: Heineken Ireland Category: Event Marketing

BACKGROUND

Paulaner is an authentic Bavarian-style wheat beer, crafted in Munich since 1634. Specially produced top-fermented yeast is what gives it its unmistakable character. Paulaner is Germany's best-selling weissbier, and has been available in Ireland since 2006 in bottle and draught formats.

Paulaner operates on a limited budget in Ireland against its market-leading competitor, Erdinger. For a challenger brand in the competitive on-trade beer category, it was essential that Paulaner punced above its weight and used its limited budget shrewdly...

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