An end-of-year gift was then developed for the beer’s best customers. A box mailed in 1853 – the year of Bohemia’s birth; supposedly lost by the Brazilian postal service and which is now delivered to its addressee. The content of the shipment revealed bottles of the Bohemia family (Pilsen, Dark, Confraria, and Weiss) in addition to presenting the addressee with four different glasses from the brand, with great perceived value by the target market, each one of them perfect to drink a different kind of Bohemia.

The 5,000 kits distributed meant being closer to sales channels. The action fostered the strengthening of this relationship ensuring a minimum monthly sell-in, in addition to larger exposure in point-of-sales through product islands, extra point of sales, store shelves; making it easier to approve brand communication materials.