To create something out of the box, you must be in love with the impossible.
When movies first added sound, no one thought it would last. When coffee was first decaffeinated, no one drank it. So when Clausthaler brewed the first non-alcoholic beer, they faced similar challenges.
For in 1979, the general attitude towards non-alcoholic beer was not exactly positive.
But the Clausthaler brewmasters had worked too hard to let their innovation go unnoticed. And once again, a spark of genius saved the day. Only this time it involved a bit of trickery: Clausthaler first introduced its groundbreaking non-alcoholic under a different moniker, as a Trojan horse of sorts.
The brewery invented “Prinzenbier,” sold as a delicious new – alcoholic – light beer. Behind the label, “Prinzenbier”, was of course, Clausthaler. Suddenly, bar owners and retailers couldn’t get enough of the hip new brew, and when the ruse was revealed, Clausthaler proved that it was here to stay.