Hardcore not ded

Garage is a leader in the fruit beer segment in Belarus. At the same time, the fruit beer segment in Belarus has been actively growing. More and more competitors are entering the market. Many of them compete through price dumping. Generation Z (18-24). This is a young and energetic audience. They live their own life, rejecting outdated conventions. They passionately nostalgize about the 90s and the early 2000s, their childhood, and even times they never experienced. They love vintage in everything: gadgets, outfits, and movies.

Проблема

The task was to launch the new grape taste on the Belarusian market in the summer of 2024. However, in 2024, Garage's global positioning changed: from "Californian Chill," Garage shifted to the direction of "Mashup for Fuelling Fun." By the way, this territory is heavily occupied by competitors, who are actively communicating and engaging in price dumping! Garage faces the challenge of how to retain its "accumulated" value with the new positioning and reach out to the challenging Gen Z audience.

Решение

To promote Garage Grape, we created Hardkorovka — a Zoomer village of grape growers. Popular bloggers hosted tours in Instagram Reels, showing how Zoomers live, have fun, and make Garage Grape like their grandfathers made homemade wine. A grape carpet became the visual anchor, uniting OOH, digital, and trade — and serving as a symbol of the village itself.

Результаты

Market share in the segment
+3.4% (57.4%)

Brand position
Garage became brand No. 5 (up from No. 7 in 2023) in market share across the entire beer market (not just fruit beer).

Sales performance
Sales volume increased by 27%.
Garage Hardcore Grape sales reached 156% of the plan.

Brand health metrics

“The brand I want to be associated with” – 37% (+11)
“Best fruit beer” – 79% (+8)
Top of Mind – 11% (+3)