Bryggmästarens is the finest beer in Åbro’s range. To really underline the quality, the concept “in its own class” was developed, with this campaign marking the start. In the headlines, The Bryggmästarens brand is contrasted to lesser staples such as “stor stark” ( “a big beer”, often sold, seldom enjoyed) and “julöl” (traditionally foul-tasting beer only sold during Christmas). The golden background accentuates the quality and was made by backlighting an actual glass of beer. Photography by Pål Allan.