Budvar - Republic of Beer Brandbook

WE HAVE HISTORY.

WE HAVE A BEAUTIFUL BREWERY IN SOUTHERN BOHEMIA.

WE HAVE UNIQUE BREWING CREDENTIALS.

BUT THERE’S ONE FACT THAT TRULY SETS US APART.

WE ARE THE BREWERY OF THE CZECH REPUBLIC.

WHERE OTHER BREWERIES CUT COSTS AND SPEED UP PRODUCTION, WE REMAIN PATIENT.

BECAUSE WE KNOW WE’LL BE REWARDED WITH

INCREDIBLE BEER.

WE STILL USE

WHOLE CONE SAAZ HOPS, LOCAL CZECH BARLEY, WATER FROM OUR OWN PRISTINE WELLS, AND CELLAR OUR BEER UP TO 90 DAYS (5-7X LONGER THAN MOST BREWERIES).

ALL THIS MAKES US DIFFERENT.

SO, WE’RE GOING TO TELL OUR STORY IN A DIFFERENT WAY.

LESS LIKE A CORPORATION AND MORE LIKE A DESTINATION.

PEOPLE ARE WILLING TO PAY MORE FOR PRODUCTS THAT ONLY COME FROM ONE PLACE ON EARTH.

IT’S ALL BASED ON A SIMPLE TRUTH.

IT’S WHY CHAMPAGNE IS CHAMPAGNE.

IT’S WHY CUBAN CIGARS ARE THE BEST CIGARS.

IT’S WHY KOBE BEEF IS SO SOUGHT AFTER.

WE ARE TARGETING PEOPLE WHO SEEK THINGS THAT ARE PREMIUM BECAUSE THEY ARE GENUINE.

PEOPLE WHO CHOOSE BRANDS WITH A SENSE OF PLACE.

THINGS THAT ARE MADE WITH CONVICTION.

PRODUCTS RADIATING WITH THEIR OWN CULTURE.

WE CALL THIS GROUP HUNTERS OF THE EXCEPTIONAL.

THEY ARE CONSTANTLY ON THE LOOKOUT FOR PRODUCTS WITH ROOTS.

PRODUCTS THAT TAKE THEM ON A JOURNEY.

AND TO MAKE THIS JOURNEY, ALL PEOPLE NEED

TO DO IS CHOOSE OUR BEER.

BRAND LADDER

HUMAN TRUTH

WE GRAVITATE TOWARD MEANING.

CONSUMER INSIGHT

PEOPLE VALUE PRODUCTS THAT COULD ONLY COME FROM ONE PLACE ON EARTH.

BRAND VISION

TO BE THE BEER SYNONYMOUS WITH CZECH PROVENANCE.

BRAND PURPOSE

TO BUILD THE REPUTATION OF CZECH AS ONE OF THE WORLD’S GREAT BEER CULTURES.

FUNCTIONAL BENEFIT

THE DRINKABLE PLEASURE OF CZECH LAGER. GREETINGS FROM THE REPUBLIC OF BEER.

CORE CREATIVE IDEA

TONE OF VOICE

PROUD, YET HUMBLE. GRACIOUS AND WELCOMING, LIKE A GOOD HOST.

ALWAYS READY TO SHARE INFORMATION ABOUT OUR CULTURE OF BEER.

A CHAMPION OF CZECH BEER, NOT JUST BUDVAR.

OUR NUMBER ONE PRIORITY IS THE QUALITY OF OUR BEER.

SO, WE’RE PAYING MORE ATTENTION THAN EVER TO HOW IT IS SERVED.