Alpine or Alpine kitsch? Why Bavaria, the Alps and 'Helles' delight our brains

Particularly in times of crisis, people look for respite, places to retreat, and places to yearn for an ideal world. For category reasons alone, beer plays a relevant role here. However, in view of massive competition and additional inflationary pressure, relying on this alone is by no means a sustainable concept for brand management. It has to be 'simple' now, and even more 'to the point' than before. Those who can maximize beer codes, for example, in the sense of an Alpine idyll, and remain authentic at the same time, have the best chances.