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Tradition meets on-line social modernity

Schneider Weisse is entering the world of modern social media with a vengeance. The traditional Bavarian brewer is launching its own YouTube channel, Facebook page and Twitter account.

According to managing director George VI. Schneider, the sites demonstrate the brewer’s desire for a more intimate rapport with their customers.

“It is an old need of people to communicate with each other,” he explains. “Social media networks are modern and developed tools to satisfy those needs in a very easy way.

“We are very curious about what’s going on there in the next couple of weeks. The messages on these platforms are more personal and individual. We are excited to communicate with Schneider Weisse fans.”

As one would imagine, there’s been an immediate response to Schneider Weisse’s arrival. With the first 48 hours its Facbook page had signed up 280 friends; YouTube views are running into the hundreds.

Twitter is offering a varied and individualistic view of Schneider Weisse. Tweets have covered everything from the World Cup to beer reviews, ‘funny’ videos and interesting book recommendations.

Schneider Weisse has established a social media sites team to provide regular updates on all three channels, including the brewmaster. Beer, of course, is a social drink. As Georg VI. Schneider says, “It is no fun drinking beer alone: it is not amusing to twitter alone."

By Maria Sowter

Based on the following sources:
http://www.brewersguardian.com/brewing-features/marketing/870.html