REDEFINE A PREMIUM BEER AS A SINGLE MALT
Supremely Smooth Taste...
SAB identified an opportunity to redefine premium beer in South Africa by leveraging a truely unique intrinsic, a single variety of malted barley. This would give the aspirational middle class a genuine reason to trade up from Black Label and signify their success and peer status.
Building on a ‘Contemporary Masculinity’ positioning this was brought to life by delivering both style and substance. Leveraging the masculinity of Black Label, we enhanced the achievement and premiumness using whisky language cues combined with those of fine tailoring in discerning fashion and lifestyle brands.
