EFES Georgia Unveils Refreshed Packaging for Georgian Premium Craft Beer Taati
EFES Georgia unveiled the refreshed packaging of Georgian premium craft beer Taati at Askaneli Falestra. The event was attended by the company’s partners, as well as representatives of HoReCa sector and media.
During the event, guests had the opportunity to be among the first to discover Taati’s new visual identity and refreshed packaging, highlighting a major step forward in the brand’sdevelopment. They also enjoyed two beers from the Taati portfolio - New Zealand Pils (NZP) and New England India Pale Ale (NEIPA) distinguished by a balanced aroma of tropical fruit, citrus, and floral notes.
As stated by EFES Georgia, the packaging refresh is an important step in Taati’s development and further emphasizes the company’s commitment to strengthening the brand’s identity and its position in the premium craft beer category.
The main feature of the refreshed visual identity is a new 0.33-liter bottle and a refined label, which more clearly express the brand’s modern, premium, and distinctive character. Importantly, only the visual identity and packaging have changed, while Taati’s distinctive taste remains unchanged.
‘The 0.33-liter glass bottle and the more refined label emphasize the product’s premium look. However, its premium character is not based solely on its visual appearance. Above all, it is reflected in what’s inside. The product is made from the highest-quality ingredients: four types of malt and three types of hops are used, including hops from New Zealand and Australia. It is these high-quality raw materials that create the product’s distinctive flavor profile. In addition, we use special technologies in the production process, including the so-called separation method, which further ensures the product’s quality and distinctive characteristics,’ - says Nikoloz Khundzakishvili, Corporate Affairs Director of EFES Georgia.
Taati was created in 2023. The idea behind the brand was driven by growing interest in craft beers and trends in the development of the category. The company’s goal was to create a beer that would meet consumers’ needs and expectations through its distinctive taste, aroma, and quality. Today, the Taati portfolio includes two varieties - New Zealand Pils (NZP) and New England India Pale Ale (NEIPA).
NZP (New Zealand Pils) is brewed with three types of malt and three distinctive aromatic hops. A special brewing method gives the beer its distinctive taste. Its aroma harmoniously combines herbal and floral notes, while tropical fruit notes derived from New Zealand and Australian hop varieties can be detected when tasting.
NEIPA (New England India Pale Ale) is distinguished by its intense aroma and moderate bitterness. It is brewed with four types of malt and three types of hops. Its aroma features prominent notes of tropical fruit and citrus.
Taati is a Georgian word meaning “to move at a slow, unhurried pace.” That is why Taati beer is also recommended to be enjoyed slowly, allowing consumers to fully experience the harmonious combination of its distinctive ingredients. This is also the inspiration behind the brand’s key communication message: Drink Slow.
