Dutch beer brand Bavaria has appointed Tokyo-based creative agency UltraSuperNew as its lead partner for the Japanese market, marking a step in the brewery’s expansion in Asia.
The independent agency won the business without a pitch and will oversee strategy, creative, and production for Bavaria’s low alcohol and alcohol-free beer range. With health-conscious consumers increasingly choosing low and alcohol-free options, the trend is creating growth opportunities for Bavaria’s alcohol-free portfolio.
“We were the first major brewery to introduce alcohol-free beer to the world — and we’ve been perfecting our craft ever since,” said Kasper Berkhout, Marketing Director Export, Bavaria.
“Today, our high-quality and innovative Bavaria products are the ideal match for Japan’s growing demand for low alcohol and no alcohol and products. UltraSuperNew’s fresh, creative, and standout approach aligns perfectly with Bavaria’s pioneering spirit.”
“What excites us most about working with Bavaria is that they’re an independent family business. It’s refreshing to work with people who genuinely love what they make and see partnerships as actual partnerships, not just transactions,” said Marc Wesseling, founder of UltraSuperNew.
“That family-business spirit, where it’s about the product, the craft, and enjoying the work together, is fantastic.”
