Rebellion on the shelves. Ostecx Créative for AleBrowar.

The standard AleBrowar offer includes such gems, as: Lady Blanche (Belgian Whitbier style), Rowing Jack (IPA beer, the most hoppy flavoured beer in Piland – over 80 IBU), Black Hope (first Polish Black IPA), Sweet Cow (Milk Stout beer style), Amber Boy (cold-hopped Amber Ale).

AleBrowar (what a beer – in Polish) is a company founded by three beer enthusiasts dedicated to brewing and distribution of craft beer, which is planning a national revolution on Polish market. As the founders emphasize, it is aboult breaking the mediocity, the desire to distinguish themselves from the competition and the negation of all principles adopted by the industry, including the use of technology and speed-up production techniques implemented by brewing concerns. “Therefore we will brew a lot of different style of beers, some of them for the first time in Poland” – commented the owners.

The fight with „beer” boredom is manifested on the original packaging and its striking visual identity. Both the bottles (Vichy Light, 500 ml from ArdaghGlass) and labels (LabelSet paper 70 g from printing house OPEGIEK) attract attention with abstract heros of pop-culture. In order to distinguish the beers even more, each of them received a name in English which hits the eyes on bright and characteristic background with letterpress lettering. The whole marketing campaign is also international, what helped AleBrowar brand to gain popularity in European countries. Since its premiere in May 2012 the company has a strong position on national craft beer market which is supported by the sales volume and the consumers acknowledgment: Rowing Jack won the “Beer of the Year” title in Browar.biz competition and 4251 fans liked the company’s Facebook profile. The packaging itself also gained an applause: the bottles were visible not only at local websites (gazeta.pl, wp.pl) and magazines (CKM, Kuchnia), but also on thedieline.com, packagingoftheworld.com, lovelypackage.com and ohbeautifulbeer.com. The market success influenced the owners’ decision to invest in building their own craft brewery.

The AleBrowar project provokes extreme emotions of enthusiasm and delight among younger generation, to outrage of supporters of traditional beer aesthetics. “That was the point” – commented the owners.