The concept of Original Beer is to create new tastes, combining the craftsmanship and traditions of the experienced brewers of Shumensko with an attractive vision of partners proven in other fields of activity, but closely related to the good taste.

In 2021 the long-time partner of bTV Media Group and one of the most awarded companies in the country - Carlsberg Bulgaria, chose the expert member of the jury of MasterChef - Chef Petar Mikhalchev, for the creation of a second limited product from their "Original Beer" line. The rich golden-red color the "red gold" of Shumensko is due to the caramel malt in the composition, and to achieve the authentic appearance of the high-quality lager, the brand trusted the precision and craftsmanship of Chef Mikhalchev as his main advisor in choosing the autumn-winter flavor and the appropriate combination with seasonal dishes.

In 2022, the campaign won a silver award from Effie Bulgaria in the Goods category.

Client: Carlsberg Bulgaria

Agency: Noble Graphics

Production House: Switch Productions

Media agency: Initiative Bulgaria