Bavaria zero beer is a true 0.0% beer, imported from Holland and brewed by an independent, family owned brewery. We wanted to get this great tasting beer out to a younger audience as demographic changes showed Gen Z were consuming substantially less alcohol.

As Bavaria zero is not widely available on trade locations in the UK we knew that a big barrier to entry was brand unfamiliarity. We wanted to hit that head on by giving the audience their first taste on us. We chose a variety of events across the UK including the Car Fest festivals, music festivals, Derby County football ground and stations across the UK to target for sampling.

At the festivals we also built breakout areas where worn out festival goers could relax without consuming alcohol, keeping the campaign promise of “Whatever you do, make it unforgettable.”