challenge

Our consumers tire of regular beer and have started looking for something more interesting. Craft beer has been growing for over a year – something AB InBev could not ignore.

So they decided to release a beer with a bright character, like a craft drink, but with the moderate price of a mass-market beer.

solution

When you really love something, and you’re good at it, you can even dream about it. The central image of the new brand was a beer lover — Cossack Hmelevus.

And the stories of his dreams about of his favorite drink were depicted on labels.