This extraordinary packaging for these special Störtebecker Eisbock beers stands out from previous designs and boosts the brand even more emotionally. A reduced, discoloured label in selected metallic tones and black-and-white design was chosen to underline the cold manufacturing process of the Eisbock beer and the noble, high-quality character of the speciality beers. This innovation has been developed in order to achieve high visibility, re-recognition and brand recognition, especially in its shelf placement: a red, protruding flag on the bottle neck. For this purpose, a completely new label system was developed in a month-long development process together with printing and labelling machine manufacturers. It is a two-part label, which is rather unusual in the beer segment.