VO ÜS

VO ÜS is a very young soft drinks brand launched on the market in May 2020. Behind the brand is the VO ÜS Vorarlberger Limo Werk GmbH, a joint venture between the two Vorarlberg breweries Frastanzer and Mohrenbräu. By founding this new company at the beginning of 2020, they entered the non-alcoholic beverage market for the first time, although they already had a wealth of market experience and could provide the distribution network needed. The home of the two breweries, the Austrian state of Vorarlberg, plays a key role in the positioning of the soft drinks brand: VO ÜS means something like “from us”, “from here” or “our very own” in Vorarlberg dialect, a notion that is further underlined by extending the claim with “From Vorarlberg – not from just anywhere”. Proudly displaying a strong connection to its homeland, the soft drinks brand thus clearly communicates right from the outset how it wants to be perceived – as a regional alternative to major international beverage brands. Thus, every time a customer asks for a VO ÜS cola or a VO ÜS soft drink, they are automatically asking for “our” cola and soft drinks. True to the communicative regional positioning of the brand, the product itself is made with clear water from the mountain springs of Vorarlberg and contains fruits, stone pine, nettle, elderberry or other ingredients, all of which grow in or are associated with the small state. The product itself already has all the qualities to be credibly marketed through restaurants and food retail outlets in Vorarlberg. This is complemented by a sustainability approach comprising short supply chains and climate-neutral reusable bottles, which further contributes to the credibility of the brand as it epitomises the shared values of the people of Vorarlberg and their respect for the natural surroundings and resources. So far, around 20 different types of soft drinks and juices have been developed, most of which are already available on the market. The wide range of taste varieties is held together by a consistent corporate and packaging design, which through the stylised peaks of the Vorarlberg mountains – the shape and colour of which differs depending on the type of drink – not only emphasises the regional connection once again but also projects a high brand recognition value.