Alain Welter, artist;
Credit: Munhowen SA
Luxembourg beer brand Bofferding has announced that it is partnering with Esch2022 - European Capital of Culture and local artist Alain Welter to promote art and modernise the brand at the same time.
Commenting on this new partnership, Isabelle Lentz, Chief Commercial Officer (CCO) at Munhowen SA (part of the Brasserie Nationale group), explained: "Bofferding beer is part of Luxembourg's intangible cultural heritage and therefore it was unnecessary for us to collaborate with Esch2022, European Capital of Culture. We look forward to supporting Esch2022 as a 'Supporting Partner'".
As a partner of Esch2022, Bofferding aims to make art as accessible as possible by promoting graffiti to modernise its brand. To do so, it decided to collaborate with Luxembourgish artist, Alain Welter, to revamp its beverage packaging and create a collector's glass bottle (15,000 in total). The challenge was to bring three universes (Bofferding, Esch2022 and the artist) to life in a single design.
For this design, Alain Welter chose to personify the four ingredients of the Bofferding Pils recipe by creating the “Beer gang and the simply 4 funky ingredients”. On the front of the six-pack label, there is a graffitied Bofferding logo against the backdrop of the blast furnaces and on the back, the colourful "beer gang" wraps around the logo.
The artist noted: "it's a cool new packaging that has been created and [it is] very refreshing".
To give more visibility to this tri-collaboration, the label of the returnable glass bottle has also been revamped and there is a new collection of coasters bearing the image of these "4 funky ingredients" and Esch2022. A production of 1.5 million special beer coasters will be available throughout the hospitality sector this year.
The fruit of this collaboration is now available in supermarkets across the Grand Duchy, with discounts offered from 8 February exclusively in Cactus stores and from 13 February 2022 in other points of sale.
