MAX
KURTH

MAX
KURTH

Senior Brand Manager of Spaten, AB InBev, Munich, Germany
Senior Brand Manager of Spaten, AB InBev, Munich, Germany

WHAT DOES IT TAKE TO RELAUNCH AN ICON?

Meet Max – and discover his journey of revitalizing an iconic Munich beer so it’s now embraced by a new generation of beer drinkers.

Meet Max, Senior Brand Manager of Spaten beer at AB InBev. Like all our iconic beers, Spaten is a brand full of heritage. So how do you bring a Munich icon to a whole new generation of beer drinkers? Max dug deep into the history books to tackle the road to relaunch – and the result is impressive.