One year until Euro 08
One year before the kick off to Euro 08, the leading Swiss brewery and beverage vendor, Feldschlösschen Beverages Ltd., is also already poised at the start. As the Swiss subsidiary of the leading UEFA Euro sponsor Carlsberg, it has drawn up key sponsorship activities for Euro 08 and is set to provide important services in the Swiss and Austrian host cities. What’s more, Feldschlösschen has committed itself to being the main sponsor for the public viewing events that will take place in a further 17 cities in Switzerland during Euro 08. In both the stadiums and fan parks of the Swiss and Austrian host cities, as well as at public viewing events, beer that has been brewed in Switzerland will be served.
The Danish Carlsberg Breweries, one of the six top Euro 08 sponsors, are the exclusive beer suppliers to Euro 08. Their Swiss subsidiary, Feldschlösschen Beverages Ltd., will provide fresh beer to the four Euro 08 host cities of Basel, Berne, Geneva and Zurich as well as the Austrian venues. At its Swiss sites in Rheinfelden (AG), Freiburg and Sion (VS), Feldschlösschen brews the high-quality Carlsberg, Feldschlösschen and Cardinal beer brands as well as further regional beers destined to be served at the various events.
The right beer for every occasion
Carlsberg beer exclusively will be served in the stadiums and official fan parks. Since Feldschlösschen Beverages will be supporting the public viewing events in 17 Swiss cities in the role of sponsor, it is planned that the popular Feldschlösschen and regional Cardinal and Valaisanne beer brands – all from the house of Feldschlösschen Beverages – will also be available, depending on the venue, in addition to Carlsberg. The large diversity of its beers is the strength of the company: from alcohol-free and low-alcohol beer through to lager beer – from regional through to seasonal specialities – Feldschlösschen has the right beer for every palate and for every occasion.
Swiss project team assigned
A dedicated Swiss Euro 08 project team from Feldschlösschen has already been hard at work for over a year on behalf of Carlsberg, to guarantee that the tremendous thirst experienced by football fans during Euro 08 will also be able to be slaked. The team bears the overall responsibility for the marketing of Carlsberg in Switzerland and is accountable for both the conception and implementation of the company’s sponsorship activities.
Feldschlösschen provides professional logistics for events throughout Switzerland
Although it supports around 8000 events annually with its festival products and logistical services, this major international event still presents a challenge for Feldschlösschen Beverages. "We have benefited from the experiences we were able to gain during EXPO.02 and the public viewing events of the 06 World Cup”, asserts Philipp Wetzel, the person at Feldschlösschen with overall responsibility for Euro 08. “But the expertise of Carlsberg, which has been a Euro sponsor for many years, will also stand us in good stead during the preparations”, he adds. Six people currently work in the Swiss Euro 08 team. Around 20 people from the fields of logistics, sales, marketing, distribution management etc. lend their support to this core team.
Which beverage will need to be supplied to which location? And on what day, and in what quantity? To ensure everything runs smoothly on day X, everything from production and distribution down to on-site dispensing needs to be planned down to the smallest detail. Only a company with perfected logistics and a network spanning the entirety of Switzerland will be able to deal with such a major event. CEO Thomas Amstutz is pleased: "Soon the whole company will be a single large "Euro 08 team!"
Euro 08 tickets for consumers
Carlsberg was the first sponsor in Switzerland to launch a ticket promotion in April 2007 at retail outlets to help ensure that consumers also catch Euro fever. Feldschlösschen Beverages is well prepared for the increasing demand for beer in the catering sector and retail outlets. The countdown is under way…