Rkoni Beer

"Rkoni" is a standout brewery on the Georgian market, blending German traditions and raw materials with Georgian character. The project encompasses two primary lines: the classic Bavarian Helles and the unfiltered wheat Weissbier.

The digital positioning of "Rkoni" was built around the culture of beer. Instead of standard advertising, the focus was shifted to content-driven education: we shared the history of the drink with the consumer, showcased the technological complexities of production, and established a high standard for consuming a premium product.

• We introduced the audience to the "Reinheitsgebot", the unique characteristics of different beer styles (Helles, Weissbier, Pilsner…), and the history of their creation.
• We created educational content about glassware (e.g., Willi Becher) to emphasize how a correctly selected glass enhances the perception of taste and aroma.
• We highlighted the synthesis of Bavarian malt, hops, and Natakhtari water as the ultimate guarantee of product quality.

Video Production

As part of the project, we developed and implemented multifunctional video content:

• We created dynamic, interactive clips (street interviews, quizzes, "Myth vs. Reality"), which significantly boosted organic engagement.
• We produced both horizontal and vertical promotional videos, focusing on the aesthetics of the brewing process and the brand’s historical inspiration – the Rkoni Valley.
  
   

Sales Support & Location Management

We used digital channels to maximize the communication of product availability:

• We promoted the "Beer Georgia" retail chain and premium restaurants such as Paulaner and Hacker-Pschorr.
• To directly stimulate sales, we actively promoted presence on platforms like Wolt, Glovo, and Bolt Food.

Through our partnership, the company developed a fully formed, high-quality digital archive and positioned itself as an expert brand, successfully establishing an emotional and intellectual connection with its consumers.