Bavaria beer in UK branding overhaul

Bavaria, the Dutch brewer, has unveiled a fresh brand identity and packaging intended to drive interest in its 5% premium and non-alcoholic lagers.

Bavaria: revamping packaging design
Bavaria: revamping packaging design

The brand, which attracted controversy following a World Cup guerilla marketing stunt, has revamped its bottle to feature a grip shape.

The redesign will be supported by sampling and in-store promotions in the UK, with an ad campaign in development for roll-out next year.

'The aim is to grow the [non-alcoholic beer] category and bring new consumers to it,' said Sean Durkan, marketing manager at Bavaria UK.

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