Helping an Iconic Import Brand Step Up in the US Market

Stiegl

Stiegl, Austria’s most historic and largest independent brewery, had strong global equity, but its U.S. portfolio lacked cohesion. Goldbräu and Radler were each performing well in the U.S., but they were showing up as standalone brands – limiting recognition of Stiegl as a unifying parent brand representing Austrian heritage and quality. Without a clear parent brand role, Stiegl risked ceding awareness and share to more cohesive import competitors. Trinity was brought in to create a unifying U.S. campaign to build awareness, elevate perception and broaden appeal with a younger LDA audience.

Communications Strategy
Omnichannel Strategy
Campaign Strategy
Tagline Development
Campaign Key Visual Design
Campaign Calendar
Campaign Development

We developed STEP UP, a campaign grounded in authentic Austrian brewing excellence, product quality and modern import drinker expectations. It invites consumers to trade up to Austrian quality and refreshment – positioning Stiegl as a more distinctive, premium choice within the import set. The campaign was designed to unify the portfolio while giving each sub-brand room to connect with its specific audience and occasion.

Bold use of Stiegl’s iconic red and white paired with black-and-white imagery establishes strong visual cohesion across the portfolio. Literal “steps up,” inspired by the Stiegl brandmark, further reinforce that cohesion while housing key messaging and the TASTE THE TRADITION tagline. The system flexes across sub-brands through audience-specific headlines and imagery, allowing for both consistency and relevance at the point of communication.

Taken all together, the campaign establishes a clear, scalable foundation that strengthens the Stiegl brand, extends into seasonal and occasion-based activations, and enables each sub-brand to drive greater relevance and impact.