Sometimes the only way forwards, is to go backwards. And when you have such a rich history of craft brewing as Mariestads, it would be crazy not to take a trip down memory lane once in a while.
Five years in a row, brew master Richard Bengtsson has embarked on journeys to culinary hotspots, gathering inspiration for new brews as he goes. The project is called “Den Stora Smakresan” – the Great Taste Journey. Mr Bengtsson travels in style, using historical transportation such as steamboats, locomotives and classic, propeller-driven aeroplanes.
The result is a series of limited edition beers. Each one labelled by hand and signed by the maestro himself. Every bottle is designed by Neumeister to evoke feelings of a time when travelling was glamorous and brewing was an artisan pursuit for those who valued culture and traditions.
It has proven successful in strengthen the positioning of Mariestads. Not only as brand for everyday consumption, but for special occasions too.