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Portuguese brewery calls on JDO to create new designs for craft beer packs

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Portuguese brewery calls on JDO to create new designs for craft beer packs

May 15
10:02 2013

Portuguese brewery Unicer Bebidas has called on JDO Brand Design and Innovation to create new packaging for its new range of premium Super Bock craft beers.

The brewery’s aim was to rekindle interest not only in Super Bock’s heritage but also the beer category itself, which is seeing a massive increase in the popularity of authentic craft beers.

Super Bock is known as Portugal’s most popular beer.

According to JDO, lack of variety in the Portuguese beer category had begun to commoditise the beer experience for many Portuguese drinkers.

However, the wine category has seen a huge surge in popularity, mainly due to its roots in a more natural process and consumers’ interest in its ingredients, flavours, tastes and provenance, the firm said.  Beer, on the other hand, had been perceived as being from a more industrial source. Unicer saw an opportunity to learn from the wine category and to create this authentic, premium craft beer range.

The resulting packs are available under the sub brand ‘Selecção 1927,’ endorsed by Super Bock and come in, what JDO calls, an elegant 75cl bottle or on draught.

The label has been designed in such a way to enable range extension and the draught lens reflects the label design.  Using a textured black paper and printed gold type, JDO said that it has achieved a premium look with masses of taste and quality cues.

The first beer to launch is an Imperial Stout and defines the look and feel of the brand. Other recipes will quickly follow.

Ray Smith, design director at JDO said: “Our aim was to reinvent, reappraise and reset the Super Bock brand experience for consumers, as well as enhancing the value and quality perception of Super Bock’s brewing heritage.”

Ricardo Figueiredo Silva, marketing manager at Unicer added: “With this fantastic new design, JDO have enabled us to elevate the Super Bock brand to a more authentic and sophisticated level as well as increasing interest in the beer category as a whole.”


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