{"id":4396,"date":"2018-11-01T12:23:18","date_gmt":"2018-11-01T10:23:18","guid":{"rendered":"https:\/\/havas.cz\/uncategorized\/ale-ale-ale\/"},"modified":"2020-04-02T10:08:27","modified_gmt":"2020-04-02T08:08:27","slug":"ale-but-ale","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/","title":{"rendered":"Ale, but Ale"},"content":{"rendered":"<p><a href=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3.jpg\" rel=\"lightbox\" ><div class=\"fullwidth\"><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid alignnone wp-image-1041 size-large\" src=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg\" alt=\"\" width=\"1024\" height=\"485\" srcset=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg 1024w, https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-300x142.jpg 300w, https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-768x364.jpg 768w, https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3.jpg 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><a href=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3.jpg\" rel=\"lightbox\" ><\/div><\/a><\/p>\n<hr \/>\n<p><span lang=\"EN-GB\">They introduced a&nbsp;unique new product in the form of a&nbsp;top-fermented beer, i.e., an ale. At that time, only restaurant microbreweries brewed ales. Bernard also modified the process for brewing conventional ale and created a&nbsp;completely new category called Bohemian Ale.<\/span><\/p>\n<p><span lang=\"EN-GB\">These circumstances presented an interesting challenge for us. We had to introduce this new product while persuading people who were not typical beer drinkers to either buy this new beer at the supermarket or try it on tap in pubs. We decided to use humour and\u00a0puns\u2014Czechs love these.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid alignnone wp-image-1047 size-large\" src=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska4-745x1024.jpg\" alt=\"\" width=\"745\" height=\"1024\" srcset=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska4-745x1024.jpg 745w, https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska4-218x300.jpg 218w, https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska4-768x1055.jpg 768w, https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska4.jpg 1250w\" sizes=\"auto, (max-width: 745px) 100vw, 745px\" \/><\/p>\n<div class=\"pull-left d-none d-lg-block\"><hr><strong class=\"text-black\">Share:<\/strong><ul class=\"list-unstyled sharelinks \"><li><a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/&title=Ale%2C+but+Ale&summary=The+Czech+Republic+is+a+global+beer+superpower%2C+and+the+Czechs+themselves+love+beer.+However%2C+they+are+also+quite+conservative%2C+and+it+takes+them+a+long+time+to+pluck+up+the+courage+to+try+different+types+of+beer+other+than+their+traditional+pale+lager.+On+the+other+hand%2C+the+Bernard+family+brewery+has+always+marched+to+the+beat+of+their+own+drum.+\" title=\"LinkedIn\">LinkedIn<\/a><\/li><li><a href=\"http:\/\/www.facebook.com\/sharer.php?u=https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\" title=\"Facebook\">Facebook<\/a><\/li><li><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/&text=Ale%2C+but+Ale\" title=\"X\">X<\/a><\/li><\/ul><hr class=\"d-lg-none\"><\/div>\n<hr \/>\n<p><span lang=\"EN-GB\">We kickstarted this new category with an appropriate campaign. Ales even sold 30% more than Standa Bernard expected.\u00a0Around half a&nbsp;crate of headlines was created playing with the double meaning of the word ale in Czech: ALE as a&nbsp;type of beer, and\u00a0ALE also meaning BUT in Czech, i.e., a&nbsp;conjunction. Each headline emphasised a&nbsp;different merit of the product.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Czech Republic is a global beer superpower, and the Czechs themselves love beer. However, they are also quite conservative, and it takes them a long time to pluck up the courage to try different types of beer other than their traditional pale lager. On the other hand, the Bernard family brewery has always marched to the beat of their own drum. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[139],"tags":[163],"klient":[],"class_list":["post-4396","post","type-post","status-publish","format-standard","hentry","category-cesko-do-toho-en","tag-bernard-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ale, but Ale - Havas Prague<\/title>\n<meta name=\"description\" content=\"Ale, but Ale - Havas Prague\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ale, but Ale - Havas Prague\" \/>\n<meta property=\"og:description\" content=\"Ale, but Ale - Havas Prague\" \/>\n<meta property=\"og:url\" content=\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\" \/>\n<meta property=\"og:site_name\" content=\"Havas Prague\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-01T10:23:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-02T08:08:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg\" \/>\n<meta name=\"author\" content=\"czmiadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"czmiadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\"},\"author\":{\"name\":\"czmiadmin\",\"@id\":\"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569\"},\"headline\":\"Ale, but Ale\",\"datePublished\":\"2018-11-01T10:23:18+00:00\",\"dateModified\":\"2020-04-02T08:08:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\"},\"wordCount\":161,\"image\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg\",\"keywords\":[\"Bernard\"],\"articleSection\":[\"Go Czechia!\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\",\"url\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\",\"name\":\"Ale, but Ale - Havas Prague\",\"isPartOf\":{\"@id\":\"https:\/\/havas.cz\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg\",\"datePublished\":\"2018-11-01T10:23:18+00:00\",\"dateModified\":\"2020-04-02T08:08:27+00:00\",\"author\":{\"@id\":\"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569\"},\"description\":\"Ale, but Ale - Havas Prague\",\"breadcrumb\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#primaryimage\",\"url\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg\",\"contentUrl\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/10\/havas-web-clanek-detail-vyska1-3-1024x485.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/ale-but-ale\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Dom\u016f\",\"item\":\"https:\/\/havas.cz\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ale, but Ale\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/havas.cz\/#website\",\"url\":\"https:\/\/havas.cz\/\",\"name\":\"Havas Prague\",\"description\":\"Agentura Havas Prague. 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