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Press Release

Continental's 150th Anniversary Beer Brochure Finalist in 2022 Cannes Lions Awards

08/08/2022
  • Only 10% of entries are shortlisted in this global award show for creative excellence 
  • ​​Continental and VMYL&R COMMERCE developed a custom brew that also showcased our industrial portfolio
  • Continental recently celebrated 150 years of innovation and impact
Beer Program Cannes Awards Finalist

Fort Mill, South Carolina — July 22, 2022. Continental, one of the largest tire and automotive technology suppliers in the world, collaborated with renowned advertising agency VMYL&R COMMERCE on a custom beer to celebrate 150 years in business. Called the Beer Brochure, it was recently shortlisted at the 2022 Cannes Lions Awards for its creative excellence in the B2B category of Consumer Services. Only 10% of entries are finalist in each category. The Beer Brochure included a custom brew developed with a popular brewery in Tampa, Florida, and a unique packaging that individuals could scan to learn about Continental’s story over the past 150 years.

Sarah Behrens of VMYL&R COMMERCE says, “It was a special project for us. The idea was a unique way for Continental’s stakeholders to celebrate such a monumental milestone. We’re excited to be recognized internationally for it.”

Continental was founded in 1871 to manufacture soft rubber projects and rubberized fabrics. Today, Continental’s journey has led them to become a leading international technology company. Mobility has always been central to the focus of Continental. Their rubber products, tires and technology are in three out of four vehicles on the road today worldwide. “We are proud of our history and wanted a fun way to share it with our employees and customers. The Beer Brochure is a toast to our history and accomplishments,” says Carolina Wagner, Marketing Director of Continental, US Truck Tire.

Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic and transportation. Continental generated sales of €37.7 billion in 2020 and currently employs around 235,000 people in 58 countries and markets. In 2021, the company celebrated its 150th anniversary.


The Tires business area has 24 production and development locations worldwide. Continental is one of the leading tire manufacturers with more than 56,000 employees and posted preliminary sales of €10.2 billion in 2020 in this business area. Continental ranks among the technology leaders in tire production and offers a broad product range for passenger cars, commercial and special-purpose vehicles as well as two-wheelers. Through continuous investment in research and development, Continental makes a major contribution to safe, cost effective and ecologically efficient mobility. The portfolio of the Tires business area includes services for the tire trade and fleet applications, as well as digital management systems for tires.


Continental develops pioneering technologies to make commercial transport safer, more efficient and more connected. The company’s products and services deliver measurable impact for commercial vehicle manufacturers and the aftermarket. They benefit from a broad portfolio and from fully integrated systems. The portfolio includes tires, digital tire monitoring, fleet management, telematic solutions, Electronic Logging Devices (ELD) and tachographs, hoses, air springs, Electronic Control Units (ECU), displays, drivetrain and exhaust aftertreatment systems, sensors, advanced driving assistance systems, as well as eHorizon maps and events and cloud-based services. In 2017, the share of Continental’s global sales for commercial vehicle products and systems was around €4.7 billion.