At the end of June, it’s that time of the year again when 45,000 cowboys and trucker girls descend on Interlaken, the smell of petrol and BBQ lingers in the air, and the bass from the country stage makes the tent shake: Interlaken is once again hosting the Trucker & Country-Festival. What is a festival for many has become something of a family reunion for VILLIGER – complete with bar, event van, monster truck, and plenty of logistical ingenuity from our event team. We asked the team what it takes to make VILLIGER’s stand a success every year and wow the visitors. 

VILLIGER has been one of the main sponsors of the Trucker & Country Festival for 29 years – practically making it a permanent fixture at the festival – and is highly regarded by the organizers and visitors alike. We can only return the compliment: “The festival is most definitely one of the highlights of our event year,” say the members of our event team, who ensure that everything goes smoothly in terms of organization.

Strong partnerships guarantee a successful event
Planning begins one year in advance, which kicks off with a meeting with Jungfrauworld Events, the organizers of the festival. Success depends on strong partnerships, good preparation, and the right instinct for how to keep the event looking fresh and exciting. We’re proud to say that VILLIGER and, above all, our organizing team accomplish this every year.

In previous years, we used one of our Constellation products as the theme for our bar; for example, we have had a Caipi bar, a Pina bar, and a Constellation Peach Passion bar. This year, we have decided to match the branding of the bar to the launch of our new products, the VILLIGER SHOTS. The branding is being developed together with our marketing and product management team in Switzerland and implemented with our long-standing partner, movevent. Anyone familiar with the VILLIGER look knows that we never compromise on creativity, style, and a friendly atmosphere.

Three people bring the party to life
Once the festival kicks off, three members of our event team are busy non-stop: one person at the bar, one at the event van/monster truck, and one coordinating the field promoters. While everyone’s roles are clear, nobody has a fixed set of responsibilities. “We always help each other. You have to work well together when you’re working such long hours,” says the team. Long days, unpredictable weather, unexpected problems – it takes a solid team and strong communication skills. And that’s exactly what works: “We’re an excellent team. Everyone knows what the others need, often before they even say it.”

Of course, you cannot plan for everything. A broken trailer, a wet field, or a sick team member can throw the entire operation into disarray. But perhaps that’s part of the appeal. “Every year, we face new challenges. And every year we learn that we can overcome them together.”

Encounters for life
The best thing about working at the festival for the team is the direct contact with guests, the fantastic atmosphere, familiar faces, and surprise visits from celebrities. “It makes us very happy to see people dropping by on Friday to say hello and then come back to shop with us on Sunday.” In many cases, the result is new business relationships and, sometimes, after working together for so long, even friendships. This is what makes the work of the organizing team so special.

VILLIGER also hosts an internal event at the festival in addition to the public stand, which includes on-site catering, hotel accommodation, and extensive background organization. Twice the workload for the event team? Perhaps. But also twice the satisfaction when everything goes smoothly.

The crew never forgoes a special ritual: Once the clean-up work is done on Sunday evening after the festival, everyone gets to look forward to a reserved table at the Gasthof Hirschen in Wilderswil. “Everyone orders a cordon bleu. That’s a must. And the Hirschen team is always waiting for us, no matter how late it gets.” If that isn’t true partnership.

The secret to success – and why you should not miss out
There’s no doubt in the minds of the event team why the VILLIGER event is so successful year after year: It all comes down to trust. “There’s no success without a strong team; you have to be able to rely on each other. When everyone treats each other with respect and creates a good atmosphere – that gets you through even the toughest days.” Also, you have to enjoy your work. The guests can feel that too.

Now you know why the VILLIGER team always looks forward to the Trucker & Country Festival. Have we piqued your interest in experiencing this highlight with us? Then why not join us from June 26 to 28, 2026, in Interlaken? Here’s a tip: The discounted early-bird tickets are already on sale now.