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 UKís marketing controller, said: ďBudvarís beer is an agricultural product and deserves the same respect as wine. Weíre trying to get away from the blokey phenomenon of beer.Ē?The POS has been created in the style of Alphonse Mucha by one of the Czech Republicís top illustrators, Linda Klimentova, who was commissioned by Budvar for the project.

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




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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