Budweiser Budvar has redesigned its packaging as part of a brand refresh that puts focus on the classic Czech lager's authenticity and heritage.
The new identity, appearing on cans and bottles in the UK from July, will take inspiration from the brewery's archive, dating back to its founding in 1895, and features a colour palette inspired by the Czech flag.
Budvar's ingredients are sourced from the Czech Republic and include whole-cone Saaz hops from Žatec; Moravian malts; and 10,000-year-old natural soft water from an aquifer 300m beneath the brewery České Budějovice.
On bottles, the ingredients are highlighted on a new paper neck label, which replaces the previous aluminium foil wrap, making the bottles easier to recycle.
Supporting the new design is the positioning ‘Greetings from the Republic of Beer', which will appear on all messaging and marketing planned for the second half of 2020.
Simon George, managing director of Budweiser Budvar UK, said: "Consumers are increasingly focused on authenticity in the food and drink they consume, and this first major brand refresh in a decade tells our unique story in a powerful new way to the growing number of UK consumers enjoying authentic beer.
"We're the only Czech state-owned brewer, a beer from a nation. not a corporation. Both the rebrand and the new Republic of Beer positioning celebrate the Czech Republic as a unique and thriving beer lover's paradise, and show how the art of brewing remains the proud heart of the Czech nation's history and culture today."