"Bier vom Billigheimer: Oettinger - Marktführer ohne Werbung". Der Spiegel. 7 August 2009. Retrieved 5 February 2010., quote: "The term "cheap beer" is actually almost a disqualification. But it's only an attempt. Everything that is marketed well and market adjusted in Germany, is suddenly (called) cheap. Aldi is cheap, IKEA is cheap, the Bild Newspaper is cheap, Oettinger Beer is cheap. Nobody wants it - 'It's dishwater!' But everybody drinks it. (Our) success proves us right."
and he adds with an allusion to advertisements from his competitors Beck's and Licher:
"Every time when your TV program has become interesting to a degree, you see the ship or the commercial or some kingfisher. We have a low opinion of that."
