Asbach Doubles Digital Reach, Hits 1 Million Festival Guests
Asbach, the traditional German spirit brand, has significantly expanded its digital presence and festival appearances. In 2023, it reached one million guests and 150,000 tasting contacts at festivals, doubling its digital reach from the previous year.
Asbach's festival journey began in 2022 with its first appearance at Parookaville, where its 'Ur-Altersheim' living room club was a hit, always packed with enthusiasts. The brand has since positioned itself as a festival staple, present at nine events this year, including Electrisize, Open Beatz, Glücksgefühle, and San Hejmo.
The brand's success can be attributed to its targeted approach towards younger groups and a modernization of its image. Vera Donner-Sander, the former Marketing Director of Semper idem Underberg AG, played a key role in this transformation in 2022. Asbach's highest reach was achieved in 2022, setting the stage for this year's impressive numbers.
Asbach's festival presence includes sending a branded camper and equipment to events, offering festival-goers a 'journey back in time' to the 'good old days'. This immersive experience has proven popular, with Asbach reaching a milestone of one million guests and 150,000 tasting contacts in 2023.
Asbach's strategic shift towards festival culture and younger audiences has paid off, with record-breaking reach and contacts in 2023. The brand continues to grow its festival presence, offering unique experiences to its growing fanbase.
