Case Study

Sampling and Tasting


The challenge: GRÜNDEL’S is now! Whether fruity-fresh beer, tangy, full-bodied Pilsner or a refreshing malt drink – GRÜNDEL’S Fresh, Radler, Classic and Fitmalz are all the rage. To raise the awareness and increase the sales of GRÜNDEL’S Alkoholfrei (alcohol-free beer), the Karlsberg Brewery developed a staff-based communication approach for effectively addressing the target group with nationwide sampling and tasting campaigns in food and beverage retail stores.

The solution: The campaign was implemented as part of a nationwide sampling and tasting tour. With this in mind, the entire recruitment process including the multi-stage staff selection procedure was carried out on behalf of the Karlsberg Brewery. With the implementation of various online and offline training measures for promoters as well as the coordination of correspondence between the operational personnel and Karlsberg Brewery, it was possible to safely achieve both the smooth implementation of the project as well as the communication success of the overall campaign.

Key data

  • Customer: Karlsberg Brauerei GmbH
  • Projects: Sampling and tasting for GRÜNDEL’S Alkoholfrei
  • Retailers: Kaufland, Globus, REWE, HIT, EDEKA, real, etc.
  • Country: Germany
  • Time period: Q2 2017


  • Implementation of operational and personnel planning
  • Monitoring of qualitative implementation with myImages
  • Regular preparation of management reports
  • Implementation and analysis of surveys with mySurvey Analyzer


  • Positioning of GRÜNDEL’S Alkoholfrei in food and beverage retailers
  • Significant increase in sales of both focal products, GRÜNDEL’S Radler and GRÜNDEL’S Classic
  • Positive brand perception within the target group

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