Eshche parochku! Craft beer revolutionThe chain of beer stores «Eshche parochku!» (the name of the brand means «A couple more!») is one of the pioneers of the craft beer culture in Russia. The brand was at the origins of this emerging trend and currently is one of the most outstanding players on the Moscow market.In 2010 the «Vokrug Sveta» company decided to open a network of draft beer shops, which was about to give birth to a really unique concept: fresh craft beer directly from Siberian, Altai and other regions manufacturers, delivered to the capital. The logistics behind involves refrigerated trucks and specific storage in a cooling chamber that provides a truly unique quality and taste of the product. In addition to selling beer and snacks, stores also offer express delivery.The network development strategy, marketing strategy, complex development and promotion of the retail brand was implemented by the KIAN group.The company's offer was truly unique and aimed at changing the consumer’s perception of beer retail, which was reflected in the clear positioning of the brand, its ironic name and its vibrant contemporary visual identity.One of the key phases of the project was the development of the architectural concept of the network and the formation of the architectural brand book. Both enabled to build a strong basis for the development of such a network.The confirmation of the brand success was not only proven by its dynamic growth and development of the network, but also by the large number of publications in notorious journals, such as "Eshche parochku!", one of the most prominent beer stores in Moscow.