Karl Pruha. Feel the taste of luck!The strategic partnership between Novosibirsk Brewing Company (NBC) and KIAN group gave birth to a complex marketing strategy relying on the main goal of NBC. NBC aims at developing a true culture of beer consumption in Russia by introducing new beer brewing traditions coming from all over the world.One of the most famous and popular brewing schools in Russia is the Czech school, which became the base for most of NBC’s mainstream brand portfolio. The key target group of the mainstream segment of the Russian beer market is men and women aged 25-40. They are active citizens and typical office workers. These consumers do not qualify for “beer gormandize”, but they know that Czech Republic is one of world brewing centers and that Czech beer is among the best in the world. However, they are tired of this endless range of similar “Czech” brands and are ready to try new interesting beers with an unusual taste coming from a brand with history. A unique story and the brand name “Karl Pruha” were created in order to satisfy that consumer insight. Karl Pruha was a Czech brewer who lived in Prague many years ago and brewed a legendary beer which enabled him to build his fame. Karl was known as a “Lucky Karl” since luck have always followed him everywhere. As the years went by, people noticed an unusual feature of the beer he brewed: everybody who tried it would become incredibly lucky. Hence, Pruha’s name became very common and today is a synonym of luck. Today, we have the unique opportunity of being able to taste luck!