On Tuesday, the Brasserie de Luxembourg - brewers of Diekirch beer - held a press conference at the Café de Gudde Wellen in Luxembourg's city centre to announce details of its new "Un air de Fête" campaign.
Promoting friends, ambiance and music, the campaign will centre around Luxembourg's National Day celebrations later this month across the Grand Duchy, to be achieved in collaboration with the local band Toxcapp! One of the components of the campaign is to use QR codes on branded Diekirch beer glasses which will allow holders of mobile devices to scan them to listen to Luxembourgish songs by the band. Supermarkets and cafés will stock small flyers the size of beer mats which can be used as a firm of fidelity card from which members of the public can collect Diekirch glasses.
Photo by Geoff Thompson
