Japan – Dutch beer brand Bavaria has named Tokyo-based creative agency UltraSuperNew as its lead partner in Japan, signalling a major move in the brewery’s expansion across Asia.
The independent agency secured the account without a pitch and will oversee strategy, creative, and production for Bavaria’s low-alcohol and alcohol-free beer range. Rising demand for low- and no-alcohol beverages among health-conscious consumers is creating new growth opportunities for the brewery.
Kasper Berkhout, marketing director of export at Bavaria, commented, “We were the first major brewery to introduce alcohol-free beer to the world—and we’ve been perfecting our craft ever since. Today, our high-quality and innovative Bavaria products are the ideal match for Japan’s growing demand for low-alcohol and no-alcohol products. UltraSuperNew’s fresh, creative, and standout approach aligns perfectly with Bavaria’s pioneering spirit.”
The appointment also reinforces UltraSuperNew’s position as a key player in Asia, known for combining strategic planning, creative execution, and local market insight to support international brands entering the region.
Marc Wesseling, founder of UltraSuperNew, said, “What excites us most about working with Bavaria is that they’re an independent family business. It’s refreshing to work with people who genuinely love what they make and see partnerships as actual partnerships, not just transactions. That family-business spirit, where it’s about the product, the craft, and enjoying the work together, is fantastic.”
