Real Values are Constant - The Knight in the Panther’s Skin Limited Edition from Natakhtari

Efes Georgia introduces new limited-edition series with its leading beer brand Natakhtari. The new pack designs showing the scenes from The Knight in the Panther’s Skin, revived by the modern Georgian artist, David Matchavariani.

The project starts with David Matchavariani who devoted four years of work to the illustrations of the graphic novel The Knight in the Panther’s Skin. This book was published in 2019 and became widely available.

 This time 4 important scenes from this beautiful artwork will be available on shelves through the packs of Natakhtari for a limited time.

Equality, friendship, love, kindness – these values are visually and aphoristically expressed on 4 different packages that are already on sale.

‘As we are the leader in the beer market; it is always in our focus to invest in innovation, consumer needs and also to Georgian culture. As being on the market for more than 15 years with Natakhtari brand, we believe that we don’t only deliver products, we also deliver joy to our consumer’s life. Accordingly, we have introduced Natakhtari Platinum and Green as seasonal editions to offer different taste profiles with changing consumer needs. Later on, launched 100% cold Natakhtari with the usage of thermochromic labels as one of the latest innovations in labeling technology. And now, we are very proud to be a part of such a great project which I believe is priceless for the Georgian culture.’  said Alphan Akpece, Commercial Director of Efes Georgia

‘Unfortunately, The Knight in the Panther’s Skin is taught so early at school that its content remains unclear for many. We want to encourage Georgians to get acquainted with the wisdom and understand where we are coming from, where we are and where we are going. We believe this is one of the biggest treasures of Georgian history and it is also our responsibility and we are very passionate to remind and show how rich our culture is.  In this case, we use packaging as an information carrier to remind ourselves of what is eternal and what we have forgotten or avoided or have been unwilling to talk about. This is the brand’s attempt to give its customers spiritual nourishment along with physical benefits. In this case, Natakhtari Beer gives the material for thinking, encourages its customers to reflect on constant values, which, I believe, is a prerequisite for evolution. We intend to remind adult Georgians the wisdom that is ours and on which our nation has been standing for centuries. Such form of relationship becomes even more important in modern reality when hate speech is so widely used. In this light, brands can assume the additional responsibilities and think about the benefits they are able to bring to people in addition to functional ones. The Efes Georgia team has been working on this task since 2019, which turned out to be quite complex, but with its hard work and great support of David Matchavariani, a 'favorite' project has been launched, of which we are very proud and hope you will like it.’ – said Ana Karchava, Marketing Manager of Efes Georgia.