Bavaria SABMiller is a Colombian brewery that was founded in 1876. It was acquired in 2005 by the multinational SABMiller and has become the largest brewery in South America.

Over 130 years and 13 different beer brands later SABMiller has monopolized the industry and the market. An estimate says that Bavaria holds a 98% share of Colombian beer market.

Beer in Colombia remains very much a local beverage, not only talking about consumer brands but production also. Over the years the beer category has risen, mostly thanks to the urbanization and a growing middle class; giving premium local brands the advantage over international imported products.

I established a brand strategy to commemorate 125 year of the brewery that showcased three of the company’s oldest and most beloved beers still on the market. The idea was to create a vintage look for these three beers based on the evolution of the brand since it’s creation.
 

Researching about the different beer classifications and the company’s history was an interesting and fun process. It made me think about family traditions and the new generation that was slowly making its way to the legal drinking age - by the way, the legal drinking age in Colombia is 18 years old- and just like that, bringing together the past and the present became the main influence for the new design.