Case Study: AB InBev elevates NÜTRL’s market position with Pearlfisher’s refreshed brand identity

AB InBev makes NÜTRL the #2 spirits-based seltzer with Pearlfisher

AB InBev sought to reaffirm its NÜTRL vodka seltzer as a category leader within the competitive hard seltzer market. The challenge was to differentiate the brand through understated sophistication and ingredient transparency to appeal to consumers seeking authentic, premium alternatives. They partnered with the design consultancy Pearlfisher to address this.

Pearlfisher developed a refreshed visual identity and packaging design for NÜTRL, creating a cohesive system focused on subtle yet impactful shifts. This solution successfully captured the consumer desire for simplicity and quality. As a result, Pearlfisher's work helped NÜTRL continue to increase its market share to become the #2 spirits-based seltzer.

AB InBev