One and All is taking client Summit Brewing on the road for the second time this year for what is perhaps the ultimate product test.
In an effort to address competition from imports, executives from the Minneapolis agency are heading to Bavaria next month to see how the Minneapolis brewery's offerings fare with beer drinkers in Germany, home of the famous "Reinheitsgebot" regulations regarding brewing purity.
Determined to prove their product's qualityto Midwest drinkers, Summit CEO Mark Stutrud and brewmaster Horace Cunningham will walk into southernGermany's bars and offer tastes of their Extra Pale Ale, India Pale Ale and Porter Stout. One and All will be on hand with recorders for a radio campaign.
It's the campaign's second round. The crew visited pubs in the English countryside last spring for the same test. One and All partner Tom Nowak said Summit's beers fared well among the English.
Nowak said he hasno fear that German drinkers will provide appropriate comments for advertising. "The scarier part is how many people are going to speak English," he said.