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Cerveceros de México
Cerveza Dual
PR
Mexico and Germany
2016
Creativity, PR
Context
The first beer made between two countries
Mexico and Germany differ in their culture, art, language, cuisine, population, and geography.
As part of the Dual Year between Mexico and Germany—a friendly intergovernmental program that promotes interdisciplinary cultural exchange—we decided to bring both nations closer together through a shared common denominator.
Objective
Cerveceros de México (which brings together the country’s leading beer producers, including Grupo Modelo and Heineken México) commissioned us to create, within the Dual Year Mexico–Germany, something meaningful that would make an impact in both countries and reflect our shared similarities.
Challenge
We set out to propose something different from all the activities generated within the framework of the Dual Years. How could we create an initiative between such different cultures? We decided to look for common ground and found it easily: beer. Once we found that common ground, the real challenge was bringing together the major brewing industries of Mexico and Germany to create a single beer.
The Idea
We created Cerveza Dual, the first beer brand to combine the best master brewers from Mexico and Germany, the best joint formula, and the finest ingredients from both countries in a single bottle. A beer that also, for the first time in history, brought together the two largest brewers on the planet (Heineken and AB InBev) to produce it.
In this way, we showed the world that when two beer-expert countries come together and collaborate, they are capable of creating surprising things and enabling people—literally—to taste the best of both cultures in a beer.
Because the best of Germany and Mexico deserves to be enjoyed in a single sip.
