Spendrups is the brewery with some of Sweden’s most famous and successful beer brands such as Norrlands Guld and Mariestads, selling large quantities each year at Systembolaget (Swedish liquor monopoly). In addition to these bigger brands, an increasing amount of microbreweries started to enter the market. Spendrups also wanted to widen their range of brands and products to increase their sales and distribution at Systembolaget. Spendrups wished to create a niched brand and launch a first limited edition with the aim to sell 300 000 liters. What could we do to create a new brand and concept that could be successful in the more traditional Systembolaget?
By creating a design concept directed to the relatively small Kustom Kulture community we also attracted a broader group of consumers that were attracted by the visually strong calavera-style graphics.
The Pistonhead launch exceeded all sales expectations in just a couple of weeks. What started out as one limited edition has now turned into a great success with a variety of different beers listed in the Systembolaget assortment.