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Beer campaigning in Germany

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  1. Introduction
  2. The glass ceiling or non-fit between business needs and aspirations of women managers
    1. The glass ceiling: a barrier to career progression of women managers
    2. The glass ceiling, a form of vertical discrimination
    3. The walls of glass, a horizontal merger
    4. Wage disparities
  3. Recognition of skills: differential treatment
    1. Skill enhancement of males
    2. A differentiated access to employment
  4. The glass ceiling: A limit to the interests of the company
    1. Women's contribution to human performance
    2. Women's contribution to business performance
    3. Women's contribution to financial performance
  5. The glass ceiling, a construction beyond the walls of the company
    1. Organizational causes of the glass ceiling
    2. The lack of sponsorship
    3. Weak networks
  6. A traditionally male culture
  7. The so-called "lack of careerism" of women
  8. Social causes of the glass ceiling
    1. The difficulty of reconciling work and family
    2. Women confined to predefined roles in society
    3. The "self-censorship" of women
  9. Towards a better management of the glass ceiling
    1. The statutory equality sought by professionals
    2. The basic legislation
    3. Incentives for companies to act
    4. The Equality Label
  10. Support the "glass ceiling" by the company
    1. Approach
    2. Different policies to promote women
    3. Action plans
    4. Childcare
    5. Universal service employment checks (CESU)
    6. Maternity and paternity
    7. The organization of working time
  11. Conclusion

The beer companies have begun targeting an increasingly large audience in Germany. The target group consists of children, adolescents, men and women. This new marketing venture is to increase their presence in the market and to leave an impression on the economy.

The publicity campaigns and advertisements are also made in such a way that an individual gets exposed to beer consumption at a very early age. There is a tradition that the Germans believe in: To be a German, you have to be a consumer of beer.

Although beer conveys a negative image of man, its target audience consists of consumers of all ages, which has a sort of paradoxical effect. So, the question behind all the advertisements made by beer companies is: What are the different ways in which Germans can be convinced to consume beer?

This discussion takes a look at the role that alcohol plays in Germany, then the criteria on which the advertising is based, and two case studies illustrating the communication strategies of the beer companies in Germany.

Alcohol consumption in Germany has roughly quadrupled since1950 with an average of 10 liters of pure alcohol per capita peryear, Germany ranks in the top positions in relation to otherinternational countries.

Sabine Batzing (SPD) fought for restrictions on beer advertisements and sports on television. In the long term, advertising of alcohol should be totally banned and political sponsorship of the alcohol industry completely prevented. The purpose of advertising and sponsorship is to represent the consumption of alcohol as a normal activity.

Approximately 2.5 million citizens of Germany are said to be alcoholics and the unaccounted for numbers could be multiplied. The majority of people with an alcohol problem was related to men. In recent years the share of women has increased from 10% to 30%. The most common addiction in the country is alcohol dependancy.

Beer is a product whose concurrency limits is unclear. The product in the advertisement is held in the hand and is distinguished by the brand, because it is not clearly visible. It is therefore important for the advertisement not to focus on the image of the bottle but to focus on the environment that can produce drinking beer.

The physical dimensions of the bottle are far less important than the staging of the commercial. In addition, most beer brands highlight the composition of their product quality.


In addition, most beer brands highlight the composition of their product quality (purity law, the date of receipt). Brands must renew their strategy and spread the message through advertisements to make the consumer aware.

This must be done as often as possible using key signals and key information. The subject of the image itself must be a key signal and therefore be the strategy of communication. They must build the brand personality.

Tags: beer consumption in Germany, role of advertisements

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