The Swabian brewery grew up with cheap beer, but its reputation is miserable. Stefan Blaschak wants to transform the faltering beer giant into a modern beverage manufacturer and polish up the lousy image of his brand. A big task.
When Stefan Blaschak rolls his car onto Oettinger’s premises, he has to park wherever there is space. There is no executive parking space. His office is equipped with colorless functional furniture, and on the wall hangs an advertising calendar that companies like to give away to customers. An executive office could hardly be more sparse. The only decoration consists of a few colorful drinks, some of which have already expired. “I wouldn’t drink that,” says Blaschak over a can with Asian lettering and laughs.