JETZT Branding 2025 with CELUM
All about Digital Branding
11 and 12 November 2025
SAAL of the Labstelle Vienna, Wollzeile 1, 1010 Vienna
All about Digital Branding – from digital branding strategy to brand development and digital brand management – in just two days.
CELUM is a partner of the event.
CELUM Fireside Chat with Brau Union
When every brand tells its own story – and still belongs to the family
Insights into Brau Union’s brand philosophy: identity, differentiation, and digital consistency across the portfolio.
How can Austria’s small market preserve the diversity of local beer traditions while at the same time managing strong national brands – and how are marketing resources fairly distributed between larger and smaller brands?
In this fireside chat, Valerie Elisabeth Semorad (Brau Union Österreich) and Alexandra Vetrovsky-Brychta (CELUM) will share insights into the brand strategy of a multi-brand universe. They will address central questions of identity, differentiation, and consistency: from balancing beer tradition and modernity, to handling internal brand competition, through to the role of digital tools in brand management and governance. Drawing on selected examples and experiences, the conversation will highlight how brand diversity can be successfully managed and lived consistently in a constantly evolving consumer and media landscape.
The CELUM and Brau Union fireside chat will take place at 11:40 am on the 12th of November 2025.
Speakers
Valerie Semorad
For more than ten years, the Vienna-born marketing expert has been shaping the FMCG sector with a passion for food and beverages. Her career path – from McDonald’s Austria to Almdudler and now Brau Union Österreich – reflects her versatility, spanning innovation projects, portfolio strategies, international brand management, and the development of new categories. Today, she serves as Marketing Manager Regional Brands at Brau Union Österreich, where she is responsible for integrated brand communication (TTL) across Puntigamer, Wieselburger, Zipfer, Kaiser, and Fohrenburger. Both professionally and personally, one passion connects it all: a love for beverages and the enjoyment of good things.
Alexandra Vetrovsky-Brychta
Alexandra Vetrovsky-Brychta, Chief Growth Officer at CELUM, is responsible for the company’s expansion and growth strategies. Prior to this, she served as Business Director at onlyfy by XING, leading the Solution Unit Select&Manage. Alexandra has extensive expertise in SaaS business models, go-to-market strategies, and data-driven scaling, having previously held leadership roles at Forum Verlag, Herold, Purpur Media, and Bisnode/Dun & Bradstreet. She is also actively involved in voluntary work promoting the data-driven communications sector, serving as President of the Dialog Marketing Association Austria since March 2021.
If you wish to arrange a meeting with Alexandra at the JETZT Branding conference in advance, kindly schedule it directly in her calendar:
About Brau Union Österreich:
Brau Union Österreich sells more than 5.0 million hectolitres of beer per year – with 15 beer brands, over 100 beer varieties, and continuous innovations.
The company represents international premium brands such as Heineken and Desperados, the cider brands Strongbow and Stibitzer, nationwide favourites like Gösser, Schwechater, the wheat beer brand Edelweiss and the alcohol-free Schlossgold, as well as strong regional brands including Zipfer, Puntigamer, Wieselburger, Kaiser, Schladminger, Reininghaus, Villacher and Fohrenburger. With 2,600 employees across Austria, Brau Union Österreich supplies around 49,000 customers and millions of beer lovers nationwide.
In 2016, Brau Union Österreich was awarded the “GREEN BRAND” label* for the first time and has successfully maintained this certification through regular revalidations ever since. Since 2003, the company has been part of the international HEINEKEN family.
Register for the conference
The conference is organised by CMS Momentum GmbH. Please register exclusively via the official conference page, where you will also find full details on the agenda, programme, and participation fees.
