" ` THE SWISS GOLDEN ERA | Haines McGregor


As their 40-year partnership with a well-known tonic brand came to an end, Feldschlösschen sought to maintain its strong position within the mixer category in Switzerland. To fill the gap in their portfolio, they needed an exciting new brand rooted in Swiss provenance to stand out against strong competition.

“Made in Switzerland” is a well-known marker of quality and craftsmanship, but we aimed to delve deeper into the local culture to gain a more nuanced understanding of what it means to be ‘Swiss.’ By exploring the consumer tension between progression and nostalgia, we crafted a compelling brand positioning that brings the feel-good spirit from the Swiss golden era to everyday modern moments.

"Haines partnered with us on an ambitious project to launch a new home-grown tonic and mixer brand in Switzerland. The project moved at an electric pace – propelling us from brief to a brand in hand in under 12 months. From the start, we were impressed with their thinking, sensitivity to Swiss culture and ability to decode creativity. The results far exceeded our initial ambitions, and the project has been held up as best in class in our business. I have been quick to recommend the agency to colleagues looking for support with challenging creative or strategic briefs."

Andreas Locher Director Beyond Beer, Feldschlösschen

Results Exceeded Expectations

In the first year, Alpinesse exceeded target volumes and distribution by more than double, surpassing its projected market share. This early success in the on-trade has accelerated timelines for expansion into other channels. It also received phenomenal feedback from customers and consumers on both the concept and the liquid.