A beer full of English misspellings? It’s just Swenglish, the accent Swedes get when speaking English. Full of weird mistakes and pronunciations. The funny thing is that Swedes rank third in the world for speaking English as a second language. But maybe we’re number 1 in humour, as we simply don’t mind not being perfect. Instead, for example, we love a good laugh about how “beer” sounds just like “bear.” But it doesn’t, we know!
This inspired us for Åbro Brewery’s new price-fighter beer. Starting with a blank canvas and knowing how tough it is to stand out in the crowded beer market, we conceptualized it into a Swenglish bear beer.
While the low-price beer category is packed with traditional designs, The Bear is anything but classic. It’s simplistic and approachable. The hero of the concept is, of course, the naïve bear illustration, comfortably speaking fluent Swenglish—on the can, in communications, and across social media. Proudly declaring it’s a local lager beer from Småland (Swedish origin). Or as The Bear puts it; “A layer beer from Small Land”.
Not only does The Bear help the beer to stand out on shelf – it serves as the best conversation starter. Inviting everyone to share some Swenglish mistakes and laughs. Chairs (=cheers) for that!
