If you want to sell your product successfully, you have to make it stand out. This applies particularly to the embattled beverage market. The times when mineral water, beer and schnapps were sold in standard bottles are long gone. Thanks to the unstoppable rise of alcoholic mixed drinks and aromatised soft drinks, beverage diversity has become almost overwhelming. Without professional brand building, i.e. a communication strategy that makes one’s own brand the must-have for a certain customer group, spring owners and breweries no longer have a chance in this highly competitive market.