Beton: A can-do refresh for an iconic Czech cocktail
Turning a national cocktail into a modern RTD? Tricky. Doing it without losingThat's where we came in. BETON needed to feel fresh, contemporary and unmistakable, with modern edge to catch the younger crowd (and their camera roll). the edge (or the heritage)? The RTD category has exploded, with 10× growth in the Czech Republic since 2019. Becherovka needed in, but on its own terms, and with room to grow. Keeping the character BETON has a loyal fanbase and a history dating back to 1967. The RTD sh
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