Ceres took on a new positioning challenge: launching Ceres Lager, a fresh and light 5% ABV beer, yet with the same bold character as the brand. An extension of the historic brand, known in the Italian market above all for its iconic “Strong Ale”, which had to convey a beer different from the classic Ceres while retaining all the strength of the brand.
With the aim of increasing the brand’s penetration in the out-of-home channel and to meet the needs of the new generation of consumers, who are increasingly moving towards lighter drinks, the new Ceres Lager was born.
The packaging identity puts the product’s characteristics in the foreground: the word “LAGER”, clearly visible on the front of the green glass bottle – a colour also used on the label, reinforcing the reference to the lager market – immediately signals the product’s low ABV, while the “premium” and “superior quality” attributes add depth to the taste dimension.
In this way, the brand strengthens the visual and sensory identity of the product, also inviting consumers to rediscover the lager tradition in a modern key – while always keeping the Ceres brand as a solid and unmistakable point of reference.
