The Mohren Brewery has had a new head of marketing since May 1. The 40-year-old Andreas Linder - previously with Allgäuer Edelrid GmbH - will henceforth strengthen the team in positioning the leading Vorarlberg beer brand.
Andreas Linder has headed the marketing department of the Mohren Brewery since May 1. The Westallgäuer with scarcely 15 years professional experience accompanied the structure and development of marks of most diverse industries from the DACH region. Linder initially worked as an art director and brand strategist in various agencies, including in Vorarlberg.
In 2016, he moved from the agency to the industry and has since headed the marketing department of Edelrid GmbH, a leading manufacturer of climbing and mountaineering equipment based in Isny. There, Linder and his twelve-person team were responsible for all B2B and B2C communications across all channels.
"Mohren is already Vorarlberg's leading beer brand and sees itself as 'Das Vorarlberger Bier,'" says Linder, looking forward to the new task. The aim is therefore to position Mohren even more strongly as a regional brand.
Strengthening regional position
In the coming years, the market share of Vorarlberg beer is to be consolidated with innovative campaigns and new ideas. Mohren Managing Director Thomas Pachole is pleased about the reinforcement: "Andreas Linder brings rich marketing experience as well as the necessary vision for long-term positioning as a regional brand."