Founded in 1121 by the Augustinian Canons south of Munich, Beuerberg Abbey (Kloster Beuerberg) celebrates its 900th anniversary in 2021.
The overall concept for the look of the anniversary drink, Bitter 1121, includes the name, the development of the bottle decoration and packaging, wrapping paper and adhesive labels.
The main design theme is based on the Baroque style, reflecting the heyday of the Augustinian Canons in Beuerberg.
Symbolic, baroque flora and fauna elements form the basic motifs of the design language.
Monastic simplicity paired with opulence is reflected in the austere black and white accompanied by elaborate workmanship:
the bottle label, which wraps around the bottle, with relief and hot-foil stamping and the packaging of thin, relief-embossed corrugated cardboard.
Bitter 1121 is a popular gift available from the monastery shop in the Beuerberg meeting and exhibition centre.

Ulrike Zeizel

Erzdiözese München und Freising, Diözesanmuseum Freising