Budweiser Budvar is launching a new design across all its packaging.

The activity is part of a brand refresh that puts the focus on the Czech lager’s authenticity and heritage and proclaims its status as the flagship of “the Republic of Beer”.

The new identity, appearing on cans and bottles in the UK from this month, takes its stylistic cues from the brewery’s archive, dating back to when it was founded in 1895. It also features a classic colour palette inspired by the Czech flag.

On pack, the classic Budweiser Budvar branding is now framed above by an historic roundel for České Budějovice (or ‘Budweis’ in German), the South Bohemian city that traces its brewing origins back over 800 years, and where all Budweiser Budvar is brewed today.

Budvar’s locally sourced, premium ingredients is also part of the focus of the redesign.

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 everything from new POS to a programme of live 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 are 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.”