The label for Der scharfe Maxx was designed to grab your attention—and reflect the flavor of the trailblazing washed-rind cheese inside. Produced at Switzerland’s Käserei Studer, the “Feisty Bull,” as it is often dubbed in the US, was developed by innovative cheesemakers eager to experiment with new products after the 1999 collapse of the Swiss Cheese Union (a government agency that strictly limited the country’s cheese production for much of the 20th century).
The raw cow’s milk wheel is complex and pleasantly funky, with savory, oniony notes balanced by the richness of cream added during the make process. Scharfe translates to “sharp”—not only a nod to the cheese’s pungency, but also a cheeky reference to the nickname for one of the original cheesemakers (the word can also mean “horny”).
The red bull image was created after an earlier design by an outside agency was deemed not “strong” enough. “When [a cheese] is so different, why not be really different?” says marketing manager Beate Fussenegger. “Other products on the market were associated with cows, hayfields, and mountains. And with a name as special as ‘Scharfe Maxx’—really bold things have to play together.”