Aimed at affluent males aged 25 to 35, this website marks German beer Holsten Premium's entrance into the Serbian market; a market that is brimming with competition from domestic and foreign brands alike.

To distinguish itself from the competition, Carlsberg positioned the brand to appeal to consumers with a more refined palette, thus drawing upon references to German beer-making tradition.

The addition of the Holsten knights key visuals brings this branding site in line with other markets in which Holsten can be found, thus unifying the brand voice across geography.