A new design has been unveiled for Budweiser Budvar beer as part of an increased focus on the Czech lager’s authenticity and heritage.
A new identity will be seen on cans and bottles in the UK from July, taking its stylistic cues from the brewery’s archive, which dates back to its founding in 1895, and with a colour palette inspired by the Czech blue, red and white flag.
The new look, proclaiming the brand to be from “the Republic of Beer”, aims to tap into consumers’ ever-increasing interest in the authenticity of food and drink.
The statement, “Owned by the Czech Republic”, frames the logo at the bottom of the bottles and cans, celebrating Budvar’s continuing independence as a brewery rather than part of a corporation.
On pack, the classic Budweiser Budvar branding is now framed above by an historic roundel for České Budějovice, originally “Budweis” in German – the South Bohemian city that traces its brewing origins back over 800 years and where all Budweiser Budvar is still brewed today.
It also gives a strong focus on Budvar’s locally sourced, premium ingredients including whole-cone Saaz hops from Žatec, the Czech Republic’s renowned hop region, its Moravian malts, and the 10,000-year-old natural soft water from an Ice Age aquifer 300 metres beneath the brewery.
On bottles, the ingredients are highlighted on a new paper neck label, which replaces the previous aluminium foil wrap, making the bottles easier to recycle.
Supporting the new design is the message, “Greetings from the Republic of Beer”, which will feature in everything from new point-of-sale materials to a programme of live sampling and experiential activity planned for the second half of 2020.
Simon George, managing director of Budweiser Budvar UK, said: “Consumers are increasingly focused on authenticity in the food and drink they consume, and this first major brand refresh in a decade tells our unique story in a powerful new way to the growing number of UK consumers enjoying authentic beer.
“We’re the only Czech state-owned brewer, a beer from a nation not a corporation. Both the rebrand and the new ‘Republic of Beer’ positioning celebrate the Czech Republic as a unique and thriving beer lover’s paradise and show how the art of brewing remains the proud heart of the Czech nation’s history and culture today.”
Budvar is available in bottles and cans in both 500ml and 330ml packs. It is also available on draught in the on-trade as well as brewery-fresh from the tank in selected outlets.