REDESIGNING MARIESTADS, SPENDRUPS' PRIDE

In 2022, 14.5 million litres of Mariestads were sold at Systembolaget alone, making it one of Sweden's most beloved beers and a true classic. However, consumers felt the design was stale and outdated, indicating it was time for a refresh.

Even classics need renewal, but with a delicate touch. The redesign of Mariestads aimed to honour its rich legacy while making the brand feel as relevant today as it was when it first came to life over 170 years ago.

Large volumes demand high standards and great care. The goal of our work was to strengthen Mariestads’ position, not to reposition the brand itself.

A consumer study by Augur revealed that the cluttered design no longer resonated with modern consumers. To address this, we simplified, reduced, and refined key elements. With small changes, we transformed Mariestads into a brand that feels fresh and relevant, while staying deeply rooted in its heritage and tradition.

What defines craftsmanship and tradition today, and what will it look like in five years? By removing unnecessary ornaments and details, we’ve created a more contemporary feel, and by relocating the medals to the label area we’ve enhanced the sense of calm. 

Mariestad’s brewmaster Richard Bengtsson’s book Den Stora Smakresan – or The Great Taste Journey – captures his reconnection with culture, food and experiences that later inspired eight new beers and one limited edition. Four journeys were undertaken – two by boat, one by train and one by plane – all of appropriate vintage. Along the way, Bengtsson met specialists in herbs, coffee, tobacco, wheat and whisky, who contributed to the inspiration behind the beers. Each beer was presented in a lovingly crafted bottle and case – a true collector’s piece, topped with a wax-sealed cork.