New East Digital Archive

Georgian artists feature in limited edition Argo beer campaign

Georgian artists feature in limited edition Argo beer campaign
A selection of beers from Argo's limited edition series. Image: Levan Amashukeli under a CC licence

22 August 2017

Georgian beer brand Argo has launched a series of limited edition beers, featuring 15 unique artworks by 11 Georgian artists.

The artworks for the series, known as “Argo Special”, will decorate 120,000 bottles and be available in Georgian supermarkets next month, as an initial step towards the company’s rebranding. The name Argo derives from the historical story of the Argonauts whose journey to what is now Georgia is narrated in ancient Greek mythology.

According to Shocko Chachua, the manager of the Argo brand portfolio which is owned by parent company Castel Georgia, the campaign will also see the artworks transferred onto t-shirts and bags as part of a bigger plan to push the beer’s new image. Chachua also announced they hope to make a limited edition campaign an annual initiative going forward to promote the “modern heroes” of Georgia.

The artworks were designed by exclusively Georgian artists, including popart and digital collage artist Levan Amashukeli, graphic designer Gvantsa Chijavadze and Natuka Natsvlishvili, among others.

The announcement by Argo is the latest development within the craft beer industry that has enjoyed a recent boom in the New East region.

Source: Georgian Journal