Samichlaus, the most famous Christmas beer in Europe if not the world, is available again from today after a three years absence thanks to the "Save Samichlaus" campaign by www.breworld.com.

The beer was originally brewed by Hurlimann of Switzerland once a year at St Nickolas Day on Dec 6th and then stored and matured for 10 months. Samichlaus was officially the strongest beer in the world according to the Guinness Books of Records when it was brewed. It was withdrawn for economic reasons when fellow Swiss brewer Feldschlosschen acquired that brewery in 1996.

For beer lovers who adore this speciality beer, the decision was extremely disappointing.

breWorld, Europe's beer portal was the first site on the Internet to report the demise of Samichlaus and was well placed to tell the rest of the world. The revival of Samichlaus is an excellent example of the power of interactive media. The Internet is enabling communication between beings that was simply not possible in the era of the mass media.

Within a very limited time frame breWorld was able to communicate the demise of the great beer to its global audience, while at the same time create a campaign that created a collective voice to express disappointment. Europe's beer portal created a day of protest on the worldwide web by creating "Save Samichlaus" banners and publishing an obituary and message of condolence book on www.breworld.com.

It was the first time that an Internet campaign was used to highlight the demise of one of the classic beers and the response was enormous" stated Thomas Lange, the creator of breWorld and a known lover of great beer. "I am looking forward to revive the tradition of enjoying St Nicholas Day with another bottle of Samichlaus"

Karl Stoehr, owner of the Eggenberg Castle brewery, commented: "The breWorld campaign "Save Samichlaus" that received such a great feedback from the Internet showed us that specialities like Samichlaus can have a promising future. breWorld and a number of beer writers used this new medium very effective to spread the message in short time around the globe."

Emphasising the role that the Internet played Mr Stoehr further said: "breworld's "Save Samichlaus" campaign certainly did contribute to revive this great brand"

For extended info see: http://www.realbeer.com/spotlight/tastes/samichlaus2000.html