Harmony is brought to the table with the Migros beer.

Drinking democracy: As part of the Migros ballot vote on the sale of alcohol, WIRZ worked with Migros to develop a new product for the retail merchant – the Migros beer.


6. April 2022

On 4 June, the 2.3 million Migros cooperative members will vote on whether the retail merchant should sell alcohol in the future. A highly emotional and political issue for Switzerland that is greatly polarising.

The communication approach alongside such a controversial vote harbours numerous stumbling blocks. To overcome this challenge, WIRZ developed an idea that goes beyond a conventional information campaign and addresses both the pro and the contra camps. The agency created a new product in collaboration with Migros – the Migros beer.

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