Brand Tone

traditional, welcoming, and passionate

Brand Values

• •Tradition & Heritage
• •Craftsmanship & Quality
• •Community & Conviviality
• •Authenticity & Place

Best Practices

• •Embrace Heritage in Every Story: Always connect the product or experience back to the brand's long history. Use phrases like "For generations," "Since 1861," or "A Rupp family tradition" to reinforce this core value.
• •Use Simple, Heartfelt Language: Avoid complex marketing jargon. Write in a clear, direct, and warm tone. The voice should feel like it's coming from a proud brewmaster, not a marketing department.
• •Highlight the Human Element: Regularly mention the Rupp family, especially the fifth-generation brewmaster, Thomas Rupp. This personalizes the brand and turns it from a company into a group of passionate people.
• •Connect to Place and Occasion: Root the beer in its geographical context (Lauenau, Deister) and the moments it is meant for (after a hike, a family dinner, a community gathering). This makes the brand more relatable and authentic.
• •Focus on "Why" Not Just "What": Instead of just describing a beer's taste, explain *why* it tastes that way—because of traditional methods, family recipes, and a passion for the craft. This communicates the values behind the product.

Social Perception

The public perception of Rupp-Bräu is overwhelmingly positive and aligns well with its projected values. Customers and reviewers see it as a quintessential local brewery with high-quality, "delicious" beer. It is described with appreciative terms like "süffig" (drinkable), "malzig und vollmundig" (malty and full-bodied), and "erfrischend" (refreshing). It is considered a beloved local institution and a worthwhile destination, with praise for friendly staff, good service, and a peaceful, traditional ambiance. The brand is consistently perceived as authentic, reliable, and deeply rooted in its community.

Copy Examples

• •Since 1861: A Family, a Craft, a Beer. For over 160 years and through five generations, the Rupp family has held a simple belief: good beer brings people together. Here in Lauenau, we continue to honor the traditional methods passed down to us. This is more than a brewery; it's our heritage, and we invite you to be a part of it. Welcome to Rupp-Bräu.
• •See the Craft. Taste the Tradition. Ever wonder what goes into a truly traditional beer? Join our brewmaster, Thomas Rupp, for a look inside our historic brewery. See where the magic happens, from the copper kettle to the cellar, and finish with a tasting of the very beers that have made our name. Book your tour and experience generations of passion.
• •The perfect end to a Deister hike. There's nothing like a refreshing, well-earned beer after a day on the trails. Our family has been brewing the rewarding taste of home for locals and visitors alike since 1861. Stop by the Felsenkeller and raise a glass of tradition. #RuppBrau #Lauenau #Deister #Feierabendbier
• •Our Classic Pilsner: Crisp, Honest, Timeless. Our Pilsner is the heart of Rupp-Bräu—a testament to our founder's original vision. Brewed with care using classic ingredients, it's a beer that is both refreshingly crisp and satisfyingly smooth. No frills, no fuss. Just an honest, delicious beer, the way it was always meant to be.
• •Your Table Awaits at the Brauhaus Felsenkeller. Gather your friends and family for an evening of hearty food and freshly brewed beer. Our restaurant is the living room of Lauenau—a cozy place for good conversation and great memories. Let our family host yours. Reservations recommended for larger groups.