Friedensreiter Organic Aperitif

Inspired by the emerging category of aperitifs and the pandemic-fueled ambition to create something meaningful, BRNDLB embarked on developing its first in-house product: the Friedensreiter Organic Aperitif.

Why Friedensreiter?

The concept revolved around revitalizing an old brand by connecting its storied past with a contemporary narrative. Friedensreiter, or “peace rider,” symbolizes the Peace of Westphalia, a historic moment in European history that championed lasting peace between nations. This heritage offered a potent story in a time of division, crisis, and social distancing.

The connection ran deeper—Westphalia was also the origin of the organic spirit used in the aperitif. We aimed to honor the region’s history while crafting a brand that felt relevant and resonant with modern consumers. We wanted to create a product that brings people together through its story, but also through the act of consumption—drinking for enjoyment, inherently, is a social activity. The price point reflected not just the premium quality of the product but also that the value for money materialized in the moments of consumption. It was a conscious decision against affordability and availability, as we did not want to encourage irresponsible drinking.

Our Approach

This was a strategy project focused on crafting a clear, compelling market positioning tailored to B2B audiences in the US and UK. Our approach included:

1. Brand Creation

We developed the Friedensreiter brand with an emphasis on heritage and peace. The aesthetic leaned into timeless design, incorporating elements that referenced the Peace of Westphalia while maintaining a clean, organic feel.

2. Product Development

The recipe was crafted with care, focusing on high-quality organic ingredients that balanced traditional aperitif flavors with a modern twist. The result was a superbly crafted spirit that held its own among competitors in the emerging aperitif category.

3. Launch and Distribution

We invested in a first production run, leveraging the brand story in our promotional efforts. The focus was on connecting with consumers who valued craftsmanship, heritage, and organic quality.

Outcome

While the quality of Friedensreiter was undeniable, the price point proved challenging, and the name didn’t quite resonate with the target audience. Despite these hurdles, the project offered invaluable lessons:

• Brand Storytelling: Connecting heritage to contemporary values requires more than a compelling narrative—it must resonate with consumers’ emotions and priorities.
• Market Positioning: Pricing and naming are critical factors in shaping perception and demand.
• Hands-On Experience: Launching, promoting, and distributing an organic spirit provided practical insights into product development and market entry.

Reflections

The Friedensreiter Organic Aperitif may not have achieved commercial success, but it was a meaningful and educational endeavor. It demonstrated BRNDLB’s ability to take a concept from idea to execution and underscored the complexities of the consumer market.