Feature: HEINEKEN Cambodia partners with Elmwood to launch whisky infused beer brand

NewsOct 07, 2022
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Emblematic beer brand ABC is ready to create exceptional moments for Cambodians with ABC Reserve, the first whisky infused beer in the market. Known for its legendary “Extra Stout”, Cambodia’s number 1 premium stout beer, ABC, crafted this new innovative blend to offer exceptional taste experiences to the new generation with its smooth feel, mild warming finish & smoky aroma.

This article originally appeared on Campaign Brief Asia.

With a growing young population seeking more moments of enjoyment, there was a clear opportunity for ABC to ignite the beer category with an exclusive brew. HEINEKEN Cambodia entrusted Elmwood Singapore, a global design consultancy, with its first innovation in history, to establish ABC Reserve as the ideal drink for the next generation, tapping into higher energy occasions and inviting consumers to try the new brew.

Loic De Laubriere, Marketing Director of HEINEKEN Cambodia, says: “With ABC Reserve, we want to connect with the new generations looking for a little more magic and eager to explore new taste experiences. Honouring our brewing recipe, the sleek design features premium whisky cues – from the signature coppery colour to the finely crafted typography. With Elmwood, we focused on establishing a strong emotional connection with the consumers across all touchpoints, and we’re excited to see it come to life.”

ABC Reserve is an exciting blend of two worlds – beer and whisky. It embodies the celebratory spirit, fitting perfectly into the modern urban Cambodian lifestyle. Focused on bringing its tagline ‘Taste Exceptional’ to life, ABC Reserve’s launch campaign is all about experiencing life to the fullest, inviting consumers to welcome mystery into their lives and awaken their senses. With its full-flavoured spicy taste, ABC Reserve transforms those ordinary evenings into extraordinary nights out.

Elmwood developed ABC Reserve’s visual identity and packaging design (bottle, carton & cluster pack) along with a through-the-line campaign across digital, Out-Of-Home & on-trade touchpoints, creating an entire brand world for the new brew while leveraging the ABC brand’s distinctive assets. The localisation of the assets is handled by the brand’s local agency in Cambodia, Marketing Solutions Asia.

“Partnering with ABC on their first product innovation was a unique and extremely rewarding project,” says Jason Braddy, Creative Director at Elmwood Singapore. “We had the privilege to design the new visual identity, including the campaign’s big idea, to produce assets across all moments of the consumer journey.”

Braddy said: “The ‘hero’ reveal of the new bottle design combines macro pouring shots with intense lighting and adds this overall sense of excitement with ‘a touch of mystery’. This is a true testament to our Brand-Out Creative Model, where the right brand assets, with the right message, at the right moment drive ROI. The ambition is to deliver this model for all our clients to ensure strong, consistent brand-building for long-term growth.”

Revealed at an exclusive private party in Phnom Penh, ABC Reserve is now available exclusively in premium restaurants, premium bars & clubs in key city centres around Cambodia, including Phnom Penh, Siem Riep, Sihanoukville, Kampong Cham and Battambong.

Check out the case study: ABC Reserve Case Study