Leonida Profile
Pißwasser is the imported beer that Vice City bars stock because it has a German name and a bottle design that looks expensive at a distance. The brewery listed on the label is in a region of Germany that presents certain cartographic challenges when you try to find it on a map.
The umlaut is doing significant structural work for the brand. Without it, Pißwasser is a light lager in a green bottle. With it, the brand occupies the European import shelf position at a premium price that no domestic competitor can reach without also having an umlaut.
The name has driven the brand further than any conventional marketing could. Every time a Vice City bartender says it to a customer who has not heard it before, that customer says it to someone else within the hour. Pißwasser has been running this referral strategy since the first keg arrived in Leonida and it has never needed to adjust it.