The Alps - Malibu?, California?
Although this may sound absurd, hang on, - this whole story, although somewhat
strange, is true.
January 1, 1995, Austria became a member of the European Economic Community,
the group of European countries including Germany, France, Italy, etc. The
"pros" of this move meant that Austrian products can now be sold
in the community without exhorbitant tarifs. The "cons" are that
these other countries can enter Austria, also without Austria's protective
taxes and tarifs. The Brau A.G. (Austrian Brewing Association), the brewers
of Edelweiss, Zipfer, and other fine beers, realized that they now have
serious competition from their neighboring countries, especially Germany,
also with quality beers. Edelweiss, the top selling Weizenbier in
Austria, capturing approximately 70% of the Weizenbier market, was
recognized as a brand name by only 17% of the Weizenbier drinkers,
- PANIC! (In Germany and Austria, one virtually never orders any beer by
brand name, but rather simply the generic name, or style, in this case Weizenbier.)
The answer to the dilemma, - name recognition, requiring promotion, TV commercials,
billboards, radio spots, etc. Their TV commercial was the ultimate answer
to their dilemma, and last February, they began to "shoot," not
in the alps, but in sunny California above Malibu for the Alpine scene.
We all know that TV and film can create anything, and in this case they
only needed a few rocks on a moderatly steep hill to simulate the steep
cliffs of the Alps.
Now for the story of "love and devotion" surrounding Edelweiss,
traditionally the flower, and now the Weizenbier. Alpine folk-lore tells
the tale of the young man climbing the steep cliffs of the Alps to pluck
an Edelweiss (a white wooly little flower that only grows high in the craggy,
rock-bare Alps). This daring feat proves his undying love and devotion to
his prospective bride, and in return winning her total love and devotion
as well. So goes LOVE IN THE ALPS!
The intrigue in the commercial however, develops because both Dieter and
Jürgen hope to win Katie's heart. Katie says: "whoever brings
me an Edelweiss gets my heart." While Dieter attempts his assent to
the elusive Edelweiss (the flower), Jürgen, not so dumb, rushes down
to the local Gasthaus, and purchases two Edelweiss (the beer). Well
before Dieter can return, Katie and Jürgen are already happily clinking
their Edelweiss glasses, and drinking their Edelweiss Hefetrüb.
Love at first Edelweiss.
You too can find love. Rush to your local liquor store, and return with
EDELWEISS, - the BEER.
The Austrian TV company did not realize that Edelweiss was available
here in California - too much of a rush for their "work-vacation?"
Hence they had two cases of Edelweiss flown in from Austria by special courier
- a cost, I have heard, of over $1,000.00. However, the beer expert for
the commercial found that this Edelweiss Hefetrüb was too cloudy, i.e.:
had been too shaken up during the flight to produce the proper texture and
color for the camera. Fortunately, the beer expert discovered "PA,"
and found that he could obtain Edelweiss directly from PA, the sole importer
of Edelweiss for the U.S.
It gets stranger. The Edelweiss that had been flown in from Austria had
a "pull-date" of July, 1995 while PA'S Edelweiss had a "pull-date"
of August, 1995, and was fresher. What fun for PA to hear the Austrian TV
crew constantly yelling, "bring us the OLD California beer" meaning
Edelweiss with the August "pull-date."
PA'S old Edelweiss, unaltered from the Austrian original, is fresher
thatnis sometimes found in Austria.
Watch for our video from this commercial - coming soon.
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