Bavaria Beer taps UltraSuperNew Tokyo as creative partner for Japanese market

Dutch beer brand Bavaria has appointed Tokyo-based creative agency UltraSuperNew as its lead partner for the Japanese market, marking a significant step in the brewery’s Asian expansion.

The independent agency won the business without a pitch and will handle strategy, creative and production for Bavaria’s low alcohol, and alcohol-free beer range. With health-conscious consumers increasingly choosing low alcohol, and alcohol-free options, the trend is creating real growth opportunities for Bavaria’s alcohol-free portfolio.

Kasper Berkhout, Marketing Director Export, Bavaria, said: “We were the first major brewery to introduce alcohol-free beer to the world — and we’ve been perfecting our craft ever since. Today, our high-quality and innovative Bavaria products are the ideal match for Japan’s growing demand for low alcohol and no alcohol and products.

“UltraSuperNew’s fresh, creative, and standout approach aligns perfectly with Bavaria’s pioneering spirit.”

Marc Wesseling (pictured), founder of UltraSuperNew, added: “What excites us most about working with Bavaria is that they’re an independent family business. It’s refreshing to work with people who genuinely love what they make and see partnerships as actual partnerships, not just transactions. That family-business spirit, where it’s about the product, the craft, and enjoying the work together, is fantastic.”

“This win adds to our growing reputation as one of Asia’s go-to agencies for brands serious about making an impact in the region. Our combination of strategic thinking, creative firepower and local insight continues to deliver results for international brands navigating the Asian market.”