Budvar celebrates provenance

02 April, 2010

Czech brewer Budvar has launched a new POS campaign which celebrates the provenance of its beer.

The POS, including cards, is exclusive to the UK and is in an art nouveau style, as it dates back to when the brewery first opened in 1895.

Wholesaler kits are now available which represent the brewing process in the form of four goddesses called Brewiosa, Hoppiata, Maltiana and Caramela.

Ian Moss, Budvar UK’s marketing controller, said: “Budvar’s beer is an agricultural product and deserves the same respect as wine. We’re trying to get away from the blokey phenomenon of beer.”?The POS has been created in the style of Alphonse Mucha by one of the Czech Republic’s top illustrators, Linda Klimentova, who was commissioned by Budvar for the project.

Brewiosa is Budvar’s goddess of brewing, protector of purity and tradition, Hoppiata is the creator of Budvar’s hoppy character and aroma, Maltiana is responsible for the colour of Budvar Original and Caramela represents Budvar’s Dark Beer.

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