Peter Schmidt Group

Mazelprost

A hummus craft beer as a symbol of friendship.

The perfect occasion for the world's first hummus beer.

Last year Israel and Germany celebrated the 50th anniversary of their diplomatic relations and what had begun as a cautious approach to one another has since developed into a true friendship, one where good friends not only share their experiences but also get to know each other. Inspired by this ideal Mazelprost, a drink in the tradition of craft beer, was created that combined a culinary specialty from each country: Hummus and beer, as in addition to the customary ingredients of water, yeast, hops and malt, 20 percent of Mazelprost was also made from chickpeas. The beer's name equally linked the two countries together as Mazelprost was a combination of the Hebrew "Mazel Tov", for "Good luck!", and the German "Prost", meaning "Cheers!".

Mazelprost is the official drink of the German-Israeli friendship, yet this honour has been interpreted in an humorous and down to earth way. Its transparent label, seal and colour scheme reflect current trends within the craft beer segment to give Mazelprost an optimistic and modern image.

Awarded with:

iF Design Award 2016, Packaging Design – Gold
Red Dot 2016 – Packaging Design
Corporate Design Preis 2016 – Nominee
German Design Award 2017, Packaging Design – Special Mention
DDC „Gute Gestaltung 17“, Packaging Design – Award

Mazelprost

The recipe for Mazelprost had originally been developed at the Research and Teaching Institute for Brewing in Berlin (VLB) and the beer was produced by the Berlin brewery Schoppe Bräu. Mazelprost has since been served at many public events, such as the Opera Ball in Leipzig, and has even become a permanent exhibit within the collection of the Jewish Museum in Berlin.

"Celebrate together and wish luck with a toast, the connection is that simple. For Mazel and Prost stand for hummus and beer presented in a bottle design that has both the German and Israeli flags which unite both countries every time a toast is struck."

Franzis Heusel,
Managing Director, BBDO Berlin

The Mazelprost story


50 years of German-Israeli friendship

In 2015 Israel and Germany celebrated the 50th anniversary of their diplomatic relations. What had begun as a cautious approach to one another has since developed into a true friendship.

 

Tel Aviv calling

Our project began with a call from Tel Aviv: "Would you like to create something very special for this anniversary?" Of course, we were eager to say yes!  So, as a reflection of this friendship we first formed an international team of creative people in Berlin, Tel Aviv and Hamburg that soon started to think about ideas.

 

Let's "prost" to friendship

Mazelprost combined a culinary specialty from each country: Hummus and beer. The beer's name equally linked the two countries together as Mazelprost was a combination of the Hebrew "Mazel Tov", for "Good luck!", and the German "Prost", meaning "Cheers!".

 

A recipe was needed

For two months the “Versuchs- und Lehranstalt für Brauerei” in Berlin (VLB) and the Berlin based brewery Schoppe explored and experimented together to create the perfect recipe for a fusion of chickpeas and hops.

 

The premiere of Mazelprost

The famous Opera Ball in Leipzig had hosted the introduction of Mazel Prost on 31st October 2105 and it was here that guests were first able to enjoy this special craft beer. That year the Opera Ball was celebrated under the motto “Shalom Israel” and instead of “Cheers” or “Chin Chin”, everyone toasted with “Mazelprost!”

 

The next steps

In December 2015 Mazelprost became part of the official exhibition of the Jewish Museum in Berlin and throughout 2016 it will continue to be served to consumers at numerous events, bars and food festivals.

"The Jewish Museum in Berlin received Mazelprost into its collection at the end of November last year so today the beer has almost become an official representation of German-Jewish cultural history."

HORIZONT,
, 11. Dezember 2015
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