The beer that adds ‘with’ to ‘without’.

At Batllegroup, we have been working on branding and packaging for the consumer goods sector for over 30 years, in a context where design has moved beyond being merely an aesthetic consideration to become a strategic tool.
Our work involves helping brands understand the market in which they compete and position themselves clearly within it, making decisions that have a real impact on the business.

In recent months, we have been working on the new branding and product range for Cervezas Ambar, a project that will be rolled out progressively throughout this year.

A changing market

Beer has historically been one of the most stable categories in the consumer goods sector, but that stability is under pressure.

On the one hand, alcohol consumption is moderating, particularly amongst younger generations, where drinking less is no longer an imposition but a conscious choice. Globally, over 40 per cent of consumers say they are reducing their consumption.

On the other hand, beer no longer competes solely with other beers. It is entering a space where it coexists with functional drinks, sparkling waters and wellness products, which are growing at rates of 5% to 10% annually.

And here lies a key shift: wellness is no longer seen as a restriction, but as a balance. It is not about giving things up, but about being able to choose without feeling like you are missing out.

Against this backdrop, Spain has also become one of the world’s most advanced markets for non-alcoholic beer, which now accounts for approximately 14 per cent of total consumption. But what is truly significant is not the figure itself, but the shift in perception: non-alcoholic beer is no longer a compromise but a choice. People want alternatives that allow them to enjoy themselves without having to give anything up.