Czech beer Budweiser Budvar is launching a new design across all its bottles and cans.

The producer said the move was aimed at putting the focus on its authenticity and heritage, and its status as the flagship brand of the “Republic of Beer”.

The colour palette is inspired by the Czech flag and packs feature a roundel for České Budějovice (or Budweis in German), the southern Bohemian city where Budvar is brewed and which traces its brewing origins back over 800 years.

The design also features a statement that the beer is “owned by the Czech Republic”.

The slogan “greetings from the Republic of Beer” will be used for POS and a programme of sampling and experiential activity 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.

Our research show that, regardless of whether the respondent already drinks Budvar or not, the brand refresh scores higher in its ability to attract consumers and encourage them to taste our beer.

“When asked, 83% of all consumers and 98% of those who already drink Budvar answered ‘yes’ or ‘definitely yes’ when asked if they were more likely to buy Budvar in the new packaging.

“Shelf appeal tests showed that all consumers were more likely to recognise and buy Budvar in its new packaging.”