Zhigulevskoe from Lida is launching a new rye beer called Rzhanoe to attract a younger demographic from competitors while retaining its established consumer base, all on a minimal budget. In search of trends that resonate with Rzhanoe, we found that younger people enjoy craft bread—the more unique, the better. Older folks appreciate bread with everything. So, we decided to create a beer-based bread in collaboration with a renowned craft bakery. This innovation is designed to intrigue the younger demographic while incorporating a taste of beer into the daily routine of older consumers.