Gucha Beer

In an attempt to increase its existing niche market share, Ultima helped MB brewery to develop a brand dedicated to the biggest ethnic festival in Serbia – the so called Gucha Trumpet Festival.




By using ethnic elements such as the Serbian National Cap, Shaykacha, the trumpet and motifs from Serbian traditional tapestries, the Ultima team secured a high level of communication with the consumer.


Exploiting MB's position as Official Festival Beer, Ultima designed the entire selling and branding system of the company. The result was an increase in selling volume from 800 hectolitres in 2006 to 2,000 hectolitres in 2007 - all during a four-day festival.