Within the tightly formed battleground of the Portugese beer market, the Sagres brand had not been evolved to its fullest potential, and on-shelf the brand’s erosion of quality and national pride was a threat to one of Portugal’s most iconic beers. Could beer brand experts Claessens International give Sagres back its national pride and rebuild its emotional bond with consumers?
Claessens
A world-renowned brand and design expert with the 35-year history, with dozen of international design awards, which has repositioned Glenfiddich three times and Campari and Chivas Regal twice, — this is all about Claessens International. Company’s creative director, James Boulton, shares his vision on some latest trends in packaging design for alcoholic drinks, talks about their experience with Russia and discusses how globalisation influences the drinking culture around the world.