The Radeberger Pilsner Tastemaker
Radeberger Pilsner is activating The Tastemaker Collective telling the stories of the incredible people who keep New York City’s bars running. They all have fascinating stories to tell, from hardship to pure luck – these stories just want to be told.
The Tastemaker Collective is an extension of the incredible Radeberger Pilsner founders story. In Radeberg, Germany in 1872, Five men came together over a forgettable brew – there was only one beer in the region, that just wasn’t good enough for them. They thought ‚we can do better‘ and decided to brew the best beer ever. None of them knew anything about brewing beer, but it was the Founder period in Germany at the time. An attitude that feels just like today’s: it’s about passion, innovation, and trying to change something. Our Five founders put everything they had into their venture – and to this day, Radeberger Pilsner is The Gold Standard of German Pilsner.
After a successful first edition in 2017, the 2019 edition of The Tastemaker Collective will feature the people behind five on-trade accounts across the Metro New York area. The cozy Swift in the East Village, the authentic German Biergarten Loreley on the Lower East Side, the awe-inspiring City Vineyard on the Hudson, the bustling Ulysses on Manhattan’s beautiful Stone Street, to the First authentic Biergarten in Hoboken: the Pilsner Haus. The people behind these accounts have all done something incredible. Over the course of the campaign, five topics that are intrinsically linked to the Radeberger Pilsner founding story will be explored by all Tastemakers: Risk, Quality, Passion, Reward, and Vision. Challenges and things that our Five founders faced as well…