How to develop a beer brand from scratch. A brief summary of how we tackled the project.
The opportunity
South Africa has many beers. Castle – the beer for socialising. Amstel – slow-brewed. Hansa – now the beer for achievers. Carling – for real men. But is there a beer positioned for that classic moment: when you simply want to taste a beer and forget everything else?
The proposed beer
A white beer. A blend of unusually pale barley malt and raw wheat. A light, cloudy appearance. Served in a tall glass to allow the head to expand to its full potential.
The proposed drinking experience
It’s the end of the day. Time to close the door on the concerns of the day and enjoy a beer. Savour the moment. Nothing exists but the sweet tingle of the head. Your first sip. A heightened moment of awareness. Texture and aroma then flavour.
The proposed values
Premium. A special beer for a sophisticated palate. While it will be drunk in company, of course, the enjoyment is personal. A beer for that moment when the rest of the world is put on pause.
Introducing Kapelle white beer
Kapelle’s role
In ‘creating the moment’, Kapelle becomes a valuable way for men to experience a sense of self-determination and to reassure themselves – and their peers – that they are in control of their lives.