Super Bock launches spirit flavoured beers

Unicer Bebidas, part of the Carlsberg Group and Portugal’s largest brewery, has parnered JDO Brand Design & Innovation to launch a range of premium spirit flavoured beers under the Super Bock brand. Established in 1927, Super Bock claims to be the only beer brand to win 32 consecutive gold medals and is the market leader in the beer category in Portugal.

With the rise in popularity of cocktails and spirit based drinks, Unicer Bebidas saw an opportunity to bring the Super Bock brand to a new generation by launching a range of beer and spirit ready to drink mixes. The two blends that have been created – vodka lemon and Caipirinha – create a unique taste experience of Russia and Brazil.

JDO was briefed to create a new range design capturing the refreshing taste of Super Bock beer with an expert blend of high quality spirits. The blue glass bottle takes the brand into a more youthful club territory while allowing the quality of the beer to shine through.  The striking range colour palette of deep blue and satin silver to convey sophisticated refreshment cues contrasting with the spirit variant colours that deliver both a premium and fresh feel.

The mix logo has been styled as a contemporary X graphic device bringing the two categories together. This idea is further developed with interlocking circles that illustrate the perfect fusion of beer and spirit, while the individual craftsmanship, detail and refinement of each premium spirit is reflected by characterful typography.

Ray Smith, creative director at JDO comments: “The Super Bock brand has a strong and unique personality so it was important that we created a clear point of difference for the Super Bock Mix range. The eclipsing Super Bock circles are the perfect way to represent the mixing of the classic beer with premium spirit while the addition of the striking blue glass and label design allows the brand to move into a new territory. Our aim is to communicate a new premium beverage range for pre-party and party occasions and to make it clear that the drink is beer based.”

João Esteves, global brand development director at Unicer adds: “Super Bock Mix is vibrant, energetic and unexpected. JDO has created an ownable and exquisite design allowing us to bring the brand proposition to life in a bold, imaginative and contemporary way.”

The range is set to launch in Portugal in both the on and off trade this month.

13 May 2015 - Felicity Murray The Drinks Report, editor