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When you really love something, and you're good at it, you can even dream about it. The central image of the new brand was a beer lover — Cossack Hmelevus.

CHALLENGE

SOLUTION

Our consumers tire of regular beer and have started looking for something more interesting. Craft beer has been growing for over a year - something AB InBev could not ignore.

And the stories of his dreams about of his favorite drink were depicted on labels.

So they decided to release a beer with a bright character, like a craft drink, but with the moderate price of a mass-market beer.