Rheingold Beer

Bringing back New York’s classic heritage beer brand

  • NYU Stern School of Business Case Study

  • Product Formulation Strategy

  • Positioning Theme & Tagline

  • Testimonial: Thomas Bendheim, President & Chief Executive Officer, Rheingold Brewing Company

    Read the entire case study

  • Brand, Positioning, Identity & Marketing Strategy

  • Bottle Design

  • Packaging Design

  • Messaging System

  • Logo, & Graphic Identity System

Our Work

Situation & Opportunity

First brewed in 1883 and once New York’s preeminent brand represented in ads by John Wayne, Ella Fitzgerald, James Dean, and Paul Newman, among scores of other luminaries, the long independent Rheingold Beer succumbed to the emergence of large breweries like Budweiser and Miller, and was purchased by the Pepsi Bottling Company of New Jersey in 1963, and later sold to Anheuser-Busch. Within 10 years, Rheingold had virtually vanished within Anheuser’s vast portfolio of beer offerings, and had become a “low price” brand. In 2002, after almost 40 years of stagnation, the beer was again under independent ownership by passionate New Yorkers hoping to re-launch the fabled “Rheingold.”

Analysis, Solution & Results

Get the full story behind our partnership with Rheingold Beer to re-launch New York’s 120-year-old classic beer brand.

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