Rebranding Campaign Launched For Kräftig/ Kräftig Light

ST. LOUIS, MO/April 3, 2017 (STL.News) Kräftig and Kräftig Light have a new look.

On Monday, the William K. Busch Brewing Company announced the launch of its re-branding campaign.  Billy Busch, president and CEO of the William K. Busch Brewing Company, said the idea came from two of his children.

“My kids said to me we need to make it more fun.  We need to make it brighter, more fresh, and make it look much more like a premium American lager, which we are.  That really resonated with me and I realized that’s what we needed to do.” explained Busch.

The company unveiled new Kräftig and Kräftig Light labels for its 12-ounce bottles, new designs on its 12 and 24 ounce cans, and new secondary packaging, which Busch said “reflects the quality and great taste of our American-made, purity-brewed lager beers.”
The new colors, which are principally gold and silver, pays tribute to the brand’s 30 national industry awards.

“The colors pay homage to those awards.” Busch said.
The Busch brewing legacy is also printed on the cans and secondary packaging as part of the rebranding campaign.

Rick Davis, the company’s vice president of sales, said the rebranding is designed to help educate consumers about the quality of Kräftig and Kräftig Light, which he described as “real American lagers.”

“As a tribute to Billy’s great-grandfather, grandfather, and father – brewers Adolphus Busch, August A. Busch Sr., and “Gussie” Busch Jr., respectively, we maintain an uncompromising commitment to quality in everything we do,” Davis added.

Busch said it’s unclear on if or how much the brand’s new look will increase sales, but he said “we will definitely look cooler to the contemporary adult than we have before.”

Cardinals’ fans had the opportunity to see the new packaging at Busch Stadium for the home opener on Sunday.  Busch said the consumers will gradually see the new packaging on store shelves and in bars in the coming days.

Jill Enders
About Jill Enders 121 Articles
Jill Enders is an award winning journalist. She is the proud recipient of the 2015 Missouri Broadcaster's Association award for Best News Series. Jill won this prestigious first place award for her piece “Ferguson Year In Review” she wrote, produced, and voiced for KTRS radio, where she also currently works as an anchor, reporter, and writer. Over the past twenty years, Jill has worn many hats in the broadcast industry. She has worked as a D.J., field reporter, production director, copy writer, airborne traffic reporter, anchor, and news bureau chief. Jill has covered a wide variety of high profile stories during her career, including the Flood of '93, presidential debates, and the Ferguson Crisis. Jill also has acted in TV, film, and stage. Her experience as an actress allows her to provide her acting students with a practical insight of the entertainment industry. Jill is a native St. Louisian and a graduate of Southern Illinois University at Edwardsville.