Natakhtari beer has released a Heroes Limited Edition collection of ‘The Knight in the Panther’s Skin’. This time, the beer can packaging is presented with four heroes from the epic poem: Avtandili, Nestani, Tinatini, and Tarieli. The project was created in collaboration with renowned Georgian artist and author of the poem’s graphic novel, David Matchavariani.
The Heroes Limited Edition will replace the standard Natakhtari’ can packaging. Currently, only cans with designs of Avtandili and Nestani are available in sales channels. In the future, consumers will also find cans featuring designs of Tarieli and Tinatini.
“As the leader of the beer market, it is always important for us to invest in innovation, consumer needs, and support Georgian culture,” says Ana Karchava, Natakhtari Marketing Manager. “We are very proud to participate in such a significant project, which, to my mind, is invaluable for Georgian culture. ‘The Knight in the Panther’s Skin’ was chosen as an intellectual treasure of Georgian heritage, as it embodies the fundamental human values of friendship, love, equality, and kindness.
“In 2020, Natakhtari used the main aphorisms of the poem, and put scenes on the packaging of its cans. This Limited Edition received very positive feedback from the public, which led us to the decision to continue the project with a new focus: the characters who embody these values.
This year, we further improved the project. We added an innovative element to the packaging and by scanning the QR on the can, it becomes possible to see each hero from a different perspective with the help of Augmented Reality.
“[AR] Augmented reality is new for us. Various global brands are also experimenting with it and actively using this method in different campaigns. With this project, we aim to present the old in the most relevant way, and showcase it to society. Scan the QR on the can, share your experience on social media, and become a part of this innovative project.”
The Natakhtari marketing team began collaborating with David Matchavariani in 2019. Through the team’s dedication, and Matchavariani’s significant involvement, the first project launched in 2020, which resulted in a Limited Edition from the brand featuring four key scenes from the poem ‘Knight in the Panther’s Skin.’ The values of equality, friendship, love, and kindness were expressed visually by adding aphorisms to four distinct packages.
True values [AR] unchangeable!
