Zatec is known locally as a beer that doesn’t really care too much for marketing bells and whistles. However at the brewery quality and process are paramount when it comes to the beer. We wanted to communicate this sentiment in a brash and bold way, with a subtle nudge to all Zatec’s competitors.

Beer brands worldwide are notorious for sponsoring all sorts of events, teams and sports. But not Žatec. No. We choose to spend our money on making our beer the best it can possible be. At Žatec we sponsor beer. Our own.

The campaign was well received both locally and abroad. In the towns surrounding the brewery the campaign instilled a sense of pride in the locals. Everybody loves an underdog and when a brewery takes on the beer giants it became respected.