Alcohol? no. Balsy beer? Yes.
Alcohol-free beer. Yes, it’s a thing. The next big thing actually. A fact Brouwerij Roman was fully aware of. And so, Ramon was born. No lame non-alcoholic spinoff, but a full-blown beer with its own distinct flavour and brewing process.
With this new low-alcohol pilsner, Brewery Roman entered a market segment dominated by a few leading beer brands. In order to be noticed and considered, it needed to enter the NoLo beer segment with a distinctive identity.
And so, we played on the stereotype of “the manly man” used by those leading beer brands. We positioned the brand as the cool, but colourful outlaw of the Roman family and personified it into an over-the-top character. His name? Ramon. An anagram of Roman and a witty, yet clear reference to the extensive know-how and centuries of experience of Roman Brewery.