Natakhtari Beer to Join Int’l Contests with The Knight in the Panther’s Skin Limited Edition
Cans of The Year Awards and World Beverage Innovation Awards 2020 are international contests seeing Natakhtari’s The Knight in the Panther’s Skin limited edition participating.
Efes Georgia introduced a new limited-edition series with its leading beer brand Natakhtari. The new pack designs show scenes from The Knight in the Panther’s Skin, revived by modern Georgian artist David Matchavariani.
The project started with Matchavariani, who devoted four years of work to the illustrations of the graphic novel The Knight in the Panther’s Skin. The book was published in 2019 and became widely available. Four important scenes from this beautiful artwork are now available on shelves through the packs of Natakhtari for a limited time.
Equality, friendship, love, kindness – these values are visually and aphoristically expressed on the four different packages already on sale.
“We take pride that our favorite project is going to be presented at international contests, and that Natakhtari cans with modern illustrations of The Knight in the Panther’s Skin will be shown next to world-famous brands. As we are the leader in the beer market, it is always in our focus to invest in innovation, consumer needs and also in Georgian culture,” said Alphan Akpece, Commercial Director of Efes Georgia.
“We use packaging as an information carrier to remind ourselves of what is constant and what we have forgotten or avoided, or have been unwilling to talk about. The Efes Georgia team has been working on this project since 2019, which turned out to be quite complex, but with the hard work and great support of David Machavariani, a popular project has been launched, of which we are very proud, and we hope you will like it,” said Ana Karchava, Marketing Manager of Efes Georgia.