Ruling the air space

In the U.S. everything is bigger than elsewhere. Or perhaps they just know how to make the most of an award. Having won a Gold Medal at the recent World Beer Cup, Trumer Pils decided to tell it large and clear to its loyal consumers in San Francisco. At a busy street corner where the world goes by, Carlos Alvarez’ team put up a gigantic poster with the saying in German: “Das beste Pilsner Bier der Welt.” That much German everybody walking or driving by would understand. Because beer and German go together very well and can only mean one thing: quality in the widest possible sense. Carlos Alvarez, who owns the Trumer Brauerei in Berkeley, San Francisco, where Trumer is brewed, is very much pleased with the inroads the brand is making into the highly competitive San Francisco market, which also happens to be the playground of Stella Artois and Pilsner Urquell, both of whom have powerful (read cash-rich) parents.

Having invested significant sums of money himself into the marketing of a budding international brand, Carlos Alvarez plans to take Trumer to another highly competitive urban market next: Chicago.