Radeberger Gruppe
Radeberger Gruppe is Germany’s largest private brewery group, uniting around 60 beverage brands across regional breweries. Beyond brewing, they operate a wide distribution network, covering wholesale, retail, gastronomy, and export logistics. Their digital ecosystem must support diverse partners, promotional needs, and brand-specific marketing activities.
My role focused on optimising user journeys and creating wireframes, while shaping digital marketing strategies that support brand partners and streamline internal marketing tools.
Fields
User journey optimisation, UX/UI design, art direction
Team
AHOII Networking
01
Tailormade-Shop
Background and Challenge
The Tailormade-Shop is a configurator built by AHOII that lets partners create personalised sales and marketing materials such as beverage menus, posters, table tents or seasonal assets for events like Oktoberfest, Christmas or major sports tournaments. The challenge lay in redesigning a configuration flow that was previously linear and destructive to previous selections. Users had to follow a fixed order of steps and changing a single setting (such as format, brand focus or design theme) meant losing previously selected products or prices. This caused frustration, especially for restaurants wanting to quickly update existing materials with new themes, seasonal designs or simply adjust pricing. The goal was to enable flexible switching between settings without breaking the configuration or losing progress.
Approach
The new user flow was redesigned to support fluid, non-destructive changes. Configuration now happens in a single, adaptable workspace, allowing users to adjust format, theme and brand at any time without losing product or pricing selections. This makes repeat orders, seasonal updates and quick adjustments significantly easier.
Replace the step-by-step flow with a unified configuration view
Enable changeable settings throughout the process without resetting previous selections
Support different starting points to the configuration: by format, brand or theme
Allow previous orders to function as templates for new materials to ensure quick and easy re-ordering
Introduce a dashboard as the central hub for drafts, ongoing orders, budgets, campaigns and starting point for re-orders
The redesigned configurator shifts from a restrictive workflow to a flexible, time-saving tool tailored to real marketing routines. Users can now iterate quickly, reuse previous setups and switch design components without disruption. The dashboard brings clarity to orders, budgets and campaigns, transforming the Tailormade-Shop into an efficient, scalable system for partner marketing.
02
Online Marketing Campaigns
Background and Challenge
Radeberger collaborates with partners across gastronomy, events, and sports venues to promote their brands. These range from long-term sponsorships, such as stadium partnerships, to shorter one-off activities like raffles, limited promotions, or themed events. Because beverages are ultimately consumed in real-world environments, campaigns must blend digital marketing with physical touchpoints. The challenge was to develop concepts that guide consumers from online inspiration to an on-site purchase, while also aligning each brand’s identity with the partner venue and its audience.
Approach
We designed cross-media campaign concepts that connect online engagement with offline consumption moments. Each campaign is tailored to the collaboration partner, the brand personality, and the intended audience.
Develop physical and digital campaign elements that reinforce each other.
Include social-media-friendly assets, branded props, and shareable moments.
Introduce charity tie-ins, raffles, or interactive mechanics when appropriate.
Align each activation with the partner venue’s audience and communication channels.
Choose marketing channels based on brand fit and local relevance.
The resulting campaigns turn brand presence into lived experience, connecting digital visibility with real purchase moments. By tailoring measures to each partner and brand, Radeberger gains activations that feel authentic, engaging, and measurable across both online and on-site environments.
