Budweiser: repositioning and rebranding

Customer Details:

Budweiser Budvar is a world-famous premium brewery based in Budweis (Czech Republic) and the most successful import beer in Austria. Over the course of its existence, Budweiser Budvar has received countless awards all over the world and has established itself as the world’s smallest, great beer brand.


In 2008, BraCe (in association with Bonsai Werbe & Ideen GmbH.) won a pitch for Budweiser Budvar Austria. The task was to analyze Budweiser’s brand positioning in Austria and create a long-term advertising/marketing strategy.


The initial projects included a fundamental update of Austrian corporate design and the creation of a consistent overall brand appearance. BraCe has created a long-term advertising/marketing strategy for the Austrian market including the following projects/tasks:

  • Strategic concepts and consulting
  • BrandCare
  • Brand manual / sales material
  • B2B gastronomy direct mail
  • Creation of new on trade product line for gastronomy
  • Budweiser Original Campaign (Citylight and B2B media Campaign spring 2009)
  • New Budweiser Budvar website
  • Rebranding of fleet
  • POS material
  • PR and event services
  • Online Marketing & strategies
  • New trade fair stand
  • Newsletter
  • Webshop
  • Various print materials