Kozel refreshes design ahead of on-trade drive
It is positioning the 4% ABV beer as an “entry-level world beer”, to provide an accessible way for consumers to move into the higher margin beers that populate the category.
The design, promoting the brand’s provenance and heritage, features the goat symbol (Kozel means “goat” in Czech) and 1874, the year of the beer’s launch.
It will appear on all fonts, T-bar badges and glassware from this month.
Other initiatives planned for the next 12 months include an extensive sampling campaign and the creation of a Kozel pint finder app, which is supported by more than 150 London pubs.
