Owning “Erikois,” the Finnish word for special draft beers, one pint at a time

Hartwall’s Lahden Erikois is Finland’s first and original craft beer. In Finnish, the word Erikois translates to special draft beer, perfectly capturing the spirit of something crafted with care and meant to stand out.

Our goal was to give the brand a fresh twist and invite people to explore new flavors while turning Finns, traditionally loyal to their lagers, into curious craft beer lovers.

The campaign carried the tagline “Beer for your normal special occasions”, celebrating the idea that even everyday moments deserve something Erikois.

We proudly took ownership of the word Erikois, positioning the brand as Finland’s original craft beer.