Birell is Truly Non-Alcoholic

The discussion about whether non-alcoholic beer is truly non-alcoholic had been alive for a long time. In the key summer period, a fierce battle between the main competitors broke out. Drivers, unsettled by contradictory information from the media, often chose a different drink just to avoid a positive breathalyzer test. Our task was therefore to convince and reassure them that even with Birell, which contains 0.5 percent alcohol, they would definitely not fail a breathalyzer test.

Since summer combines the motoring season with the period of highest consumption of non-alcoholic beer, we knew the police would soon pick up the topic. We expected this with Birell, so we had in reserve an expert opinion prepared by court expert Ľubomír Strak. It proved that Birell belongs behind the wheel and is paradoxically even less dangerous than, for example, toast bread.

By having the key message run through virtually all relevant news, lifestyle and automotive media — and even crossing into neighboring Czech Republic — we dominated the "nealko gate". The Birell brand appeared in more than 60 percent of all nearly 70 media outputs. Their estimated reach was more than 1.3 million. And we did not invest a single euro in media coverage.