How a European Beer Brand Lost Its Fizz—But Got New Cheers

FOCUS: Brand Drift | AUDIENCE: Stewards of Plateaued Brands

I helped a European beer brand regain its fizz by reframing it as the pour for modern-day celebrations.

The Brand Challenge

A well-established European lager had, for decades, been a trusted favourite across its region. It was known for its craftsmanship and unpretentious appeal — the kind of beer older drinkers would order without thinking twice. For years, its image of tradition and consistency fuelled loyalty.

But times changed. Younger consumers were drawn to craft beers, lifestyle-led drinks, and experiences tied to modern social settings. The beer’s advertising, steeped in nostalgic imagery of old pubs and long-standing friendships, began to feel dated. Sales plateaued, then slid. Retailers increasingly pushed it out in favour of trendier brands. In short, the beer had lost its fizz — both literally and culturally.

The Brand Insight

The product remained excellent. The brand’s problem wasn’t taste; it was relevance. It had locked itself into a masculine, old-world positioning that didn’t resonate with younger or more diverse drinkers. Its very tradition had become a trap.

Yet during market immersion, I spotted something important: consumers still chose the beer when marking small, personal celebrations. It wasn’t their everyday drink — but they used it to toast wins, friendships, or life’s little milestones. This latent ritual suggested a path forward: the beer wasn’t too old — it simply needed to be retold.

The Big Brand Idea

Rather than chasing craft beer trends or reinventing its visual identity, the brand needed a strategic story pivot: from “preserving tradition” to “fueling moments worth cheering.” I gave it new life it as the beer that shows up when life is worth toasting — big or small, planned or spontaneous.

This positioned it not by demographic, but by occasion. The new story line was simple: “When it’s worth a cheer, this is your pour.” This opened up rich creative territory and allowed the brand to play in modern, diverse, celebratory spaces — while honouring its approachable core.

The Brand New Strategy

The brand narrative shifted from “good old times” to “your cheers of today.” Visual storytelling was modernised: sunlit terraces, shared tables, rooftops, backyards, and spontaneous gatherings replaced dark pub interiors and all-male groups.

Packaging evolved subtly — cleaner, brighter, and ready to complement new rituals. Importantly, the tone avoided the hyper-stylisation of craft brands. The idea was to keep it simple, joyful, and open. I seeded a new brand ritual: “Pour New Cheers.”

10 New Content Directions

Here are 10 strategic ideas developed (and several executed) to support the new brand direction:

#PourNewCheers UGC Campaign: Invited drinkers to share how they toast life’s moments with the beer — driving participation and organic reach.
Celebration Spots Series: Produced short videos showing relatable occasions: balcony toasts, career wins, weekend rituals — all naturally featuring the beer.
Cheers Label Editions: Released limited packs with labels reading “Cheers,” “To This Moment,” “Well Deserved,” and “For Good Times” — encouraging gifting and casual toasting.
Retail Activation Themes: Equipped stores with seasonal and everyday POS materials around the “Pour New Cheers” concept.
Influencer Collaboration: Partnered with lifestyle and food influencers to integrate the beer into their authentic celebration moments.
Moments Worth Pouring Blog: Created editorial content spotlighting cultural, personal, and everyday reasons to raise a glass — tying the beer into new storytelling contexts.
Festival & Gathering Sponsorships: Activated presence at casual lifestyle events and city festivals — connecting the brand with live cheers.
Geo-Targeted Social Ads: Ran localised campaigns tied to regional celebrations, cultural festivals, and milestone moments — surfacing the beer as the drink of choice.
Sound Branding: Developed a distinct pour-and-cheers sound signature used across video and digital — helping embed an audio memory linked to the brand.
On-Pack QR Experiences: Added QR codes on packs linking to toast ideas, community-generated cheer stories, and curated playlists for different celebration moods.

Results Within 6 Months

+22% rise in off-trade sales during celebratory periods (festivals, holidays, weekends).
+19% uplift in social engagement via UGC and influencer content under the #PourNewCheers theme.
+14% brand recall improvement among 25–34 year olds — previously an underserved segment.
Shelf presence regained in 3 major retail chains that had deprioritised the brand.

CAVEAT : This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.

Extra Tip for Broader Perspective

If you’re an investor seeking momentum for your portfolio brands, here is one of my case studies that could interest you: “When a Smart Cooker Fell Flat—And Stirred Up a Movement.“

And if you’re a solo expert looking to sharpen traction, this case study I worked on may resonate: “When a Naturopathy Coach’s Bio Shifted—To Calm CXO Nerves.“

Take your brand from stuck to full throttle − with one bold strategic shift

"As a Breakthrough Strategist, I work with brands that feel adrift, need urgent traction, and are ready to dominate the market. Whether you’re seeking renewed relevance, accelerated movement, or strategic distinction—one BIG IDEA breakthrough can change everything. Let’s unlock what’s next."

Shobha Ponnappa

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