ADC Europe Awards

2024 ADC Europe - Integrated & Innovation

Beer made from air

Agency Triad Prague / Prague + Plzeňský Prazdroj / Prague + Boomerang Communication / Prague + Punk Films / Prague

Client Radegast
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Annual ID

ADCE24_IG025B

Radegast has long been a champion of water preservation, brewing their beers using only 1.15 liters per bottle compared to the Czech average of 1.7 liters. But their commendable efforts remained under the radar. So we decided to make a bold move and launch Radegast Futur, the first Czech beer made from air. It's not just a brewing innovation – but a bold statement that sparked nationwide dialogue about water conservation and the future we all want to avoid.