Situation: Never before had the Rapperswil-Jona Lakers played a more successful season than 20/21 in Switzerland, the ice hockey league with the most spectators in Europe.

How they would have loved to celebrate these many goals and victories with their passionate fans. But due to covid they weren’t allowed in the stadium.

That also made it a bad time for sponsors whose brands were not seen and whose commitment for their partners therefore did not pay off.

Brief: Demonstrate that Brauerei Schützengarten is there for the club and the fans even in difficult times and always makes the best of the situation.

Objectives: Strengthen the emotional connection between consumer and local beer producer to ensure sales outside the stadium.

We made the best of the situation, that fans weren’t allowed in the stadium and couldn’t drink Schützengarten beer: We made beer from the ice hockey field. We turned the ice hockey field of the Rapperswil-Jona Lakers into the most special beer Schützengarten has ever brewed. A limited edition red ale filled with all the emotions of the season, tasting like the Lakers’ success and a special label with the best scenes to watch on a smartphone.

If you can no longer reach customers at the usual touchpoints because of Covid, you have to reach them emotionally. SCRJ Lakers fans should know that Schützengarten is there for them and the club even in difficult times.

Because sports fans, specifically ice hockey fans, are loyal and emotional. And they drink beer at the game in good times as well as bad - but only if they can get into the stadium.

Straight after the last game, the ice was melted. Complete with the players blood sweat and tears, the ice water was then filtered and extensively tested to meet the Swiss Food Authorities strict quality requirements.

The limited edition beer was created and bottled.

This production process was communicated in the summer via social media as a teaser, which led to the media picking up the story. All the buzz ensured that all the bottles could be sold in advance and that more classic Schützengarten beer could be sold.

The final launch will be celebrated with a documentary on national tv.

Contrary to all industry trends, sales of classic Schützengarten beer increased by 10%.

All major local and national media have reported far beyond Schützengarten's sales area.

Demand for the special beer is greater than availability.

Schützengarten has gained cult status in the hockey and specialty beer communities.