There wasn’t a drink out there encouraging young men to embrace their brotherhood. So Carlsberg created one. Boilermaker by Tuborg, named after the traditional bourbon post-beer chaser, is brewed at 7% ABV with bourbon malt for a unique whiskey flavour.
‘Free-spirited open-minded explorers in search of an evening adventure’ was the strategy. To capture a sense of anticipation with a touch of mystery, WMH designed a brand inspired by the underground Prohibition scene of 1920s America where bourbon whiskey was the drink of choice.
Launched firstly in Russia, WMH created the brand identity including the bottle, which has a broad, masculine neck and shoulders. The label nods to both traditional bourbon labels and a Prohibition bar door plaque with art-deco detailing and monochrome colour palette. The results evoke a sense of adventure, history and secrecy for a beer designed to get ‘the party after the party’ started.