ABOUT

BACKGROUND
Numerous attempts had been made to encourage women to drink beer. It was seen as the Holy Grail since half the world’s population were not beer consumers.

STRATEGY
Molson Coors had in its portfolio, Alsace brewed Kasteel Cru. A crisp tasting, light lager, that used a brewing method similar to champagne. WMH used this theme to create the ‘champagne of beers’.

SOLUTION
A new bottle was created that used the same glass as champagne and included the traditional punt in the bottom and a fuller neck label.