The Kőszegi Beer project shows an effective way of how to utilize a tradition or a once alive brand and turn it into a selling value.
The problem addressed here is the fading away of once blossoming little companies and their products in the history of a town (that belong to its cultural heritage) and the possibilities in their reviving. The erstwhile Kőszeg brewery introduced its very first brew more than 120 years ago, on May 9th, 1896 and operated until the WWII. It produced a now rare specialty beer, even winning an esteemed award in Trieste once (1898). The WWII swept the brewery away, along with all the secrets of its trade. In the decades that followed, the Kőszeg brewery and its beer fell into oblivion: a few postcards, photographs and empty bottles were all that remained. Locals speak of the old brewery as a thing of legend, but even that memory is gradually fading away. Most of the younger generation have never even heard of the erstwhile Kőszeg brewery and its once celebrated beer.
These timeless traditions have now brought Kőszegi Beer to life: a young entrepreneur living in Kőszeg delved deep into the legend of the old Kőszeg brewery and created the Kőszegi Beer. He rediscovered the brewery’s signature style with the help of the main local archivists.
Kőszegi Beer was unveiled on the 29/04/2016.The Kőszegi Beer debut event was held in one of the iASK buildings (Zwinger), where the entrepreneur, the archivist and the beer master of the beer held their speeches.
A project like this helps to revive and preserve a cultural heritage and brings it back to the town and its inhabitant and tourists.
Resources needed
HR: an entrepreneur, who is interested in the history of Kőszeg,is able to involve locals to the rediscovering of a heritage,has some knowledge in the fields of marketing, branding. Local cooperation with public institutions and professionals:Dr. István Bariska historian, Kőszeg Branch Archives,iASK
Evidence of success
The main evidence of success is that after 4 years the brand is still on market and it’s improving with different kinds of beer. Also, there are more and more vendors every year countrywide.
As the beer is available at every city fair, the locals start to enjoy “their own” local beer.
Collaboration started among locals: first with the archivist, later on with the local SMEs as they started to join the project as vendors.
Difficulties encountered
Dealing with alcohol is complicated,mainly because of the legal background,the regulations of the public authorities.There was a lack of appreciation from the local government and the attitude of the locals was following: they want to have a word in it because it is ”their” heritage.
Potential for learning or transfer
The practice can be potentially interesting for those small towns and remote regions which are open for new SMEs and are willing to show some support (primarily not financial) as well. Cultural heritage is something to be proud of – if locals are able to be proud of their own town or region, they start to attach more. With that logic, it can be a GP to dig deep into the history of a town or region and to try to find those little treasures that are worth to revive – this is not only true for companies and once local products, but also for traditions, different arts, food, institutions etc.
It is a good learning point that with a local entrepreneur who is able to connect several other SMEs with a product that has the name of the town on it, success can be achieved. It is a sense of cooperation within the town.
It is also interesting to note that these kinds of initiatives might be working way more successful if the local government or a regional governing body supports them
Tags: Cultural, Heritage, Tourism
