A special design for a special beer
About thirty years ago, Bavaria introduced the brand 8.6. It launched a series of special beers, which became a great success, especially in France. Meanwhile in France and Italy particularly, Bavaria 8.6 has become one of the largest beer brands in the 50 cl. segment, and has built up a very strong market position for its brand.
Now, 30 years later, Bavaria comes again with a new series of limited edition 8.6. It involves an intense blonde beer, which is sold in cans with an extrovert refined tattoo design.
Bavaria introduces this because it expects to attract attention this way.
According to Bavaria, it is a fact that one in three consumers only makes his choice of special beer, once in front of the shelf. Thanks to the four special designs, there is a significant chance that the cans will attract the attention of the hesitating consumer.
The design of the cans undoubtedly attract attention. But how special is the special beer itself? This 8.6 line of Bavaria consists of six versions: Original, Red, Gold, Absinthe, Black and Extreme. In the Netherlands only the Original and Extreme versions are currently available. The beers are Intense blonde, each with its own strength. The Original for instance is made out of four types of malt from Holland, Scandinavia and France, which, according to Bavaria, guarantees its quality. The Extreme (as the name suggests) has a very high alcohol content; a whopping 10.5%.
Reactions are mediocre, but one could argue about taste. In terms of design and marketing, Bavaria is definitely hitting the right target.