“Study material” - that’s the name of the University of Hohenheim’s anniversary beer. A name that at first glance seems confusing - after all, Hohenheim students don’t need beer to be able to study. Instead, they learned a lot with the help of the anniversary beer: It is the result of an interdisciplinary student research project in Humboldt reloaded, the University of Hohenheim’s reform project for research from the very beginning.
Six project groups, seven supervisors, and 25 Bachelor’s students researched all aspects of the beer for one to two semesters. The sub-project from the Department of Marketing and Consumer Behavior aimed to develop a suitable label for the anniversary beer. The students thought up creative concepts and implemented their ideas graphically. In a market research study, they then used surveys to find out how the various labels were perceived.
Hohenheim anniversary beer - available in the TMS and at Tabak Seher
The cooperation partner, the Schönbuch Braumanufaktur, used the label that received the best results for the beer bottles. In elegant gold and white writing on a black background, it has been placed on 6 pallets of the naturally cloudy (naturtrüb) beer.
The first delivery was brought by the Schönbuch Braumanufaktur’s managing director, Werner Dinkelaker, at the end of June in a historical beer truck. He gave those present a free sample of the beer with the special label. Those who weren’t there can buy the anniversary beer at student events in the Thomas-Müntzer-Scheuer (TMS) or at Tabak Seher in Stuttgart-Plieningen - as long as supplies last.
More on the background of the Humboldt reloaded project for the anniversary beer
