Stibitzer launches three new spritz drinks with surprise street sampling in Vienna

On 6 August, the Austrian beverage brand Stibitzer staged a marketing stunt in Vienna’s MuseumsQuartier. A delivery van appeared to break down, spilling crates of the new products onto the street. Passersby were asked to help lift the crates, and those who assisted received a carrier of the newly introduced spritz variants – Stibitzer Summer Wine Mix, Wild Berry Spritz and Aperitivo Spritz.

The action, organized by Brau Union, was designed to turn a product launch into an interactive experience. In partnership with the newspaper Krone, Stibitzer offered 20 exclusive packages containing the new drinks and merchandise through a contest, with newsletter subscribers receiving double the chance to win.

The stunt reflects a broader trend in advertising that favors surprise, participatory events over traditional static promotions.