Relax, Emine is here

Burgasko, Bulgaria’s fastest-growing beer brand in the core segment, has always embodied the spirit of the Black Sea. Named after Burgas, it represents relaxation, achievement, and the ultimate joy of reaching the coast. However, in a highly competitive beer market, Burgasko needed to strengthen its claim over the Black Sea and expand its cultural relevance.

One of Bulgaria’s most legendary journeys is the Kom-Emine route, a 600 km hiking trail from the Balkan Mountains to Cape Emine. More than a physical challenge, it’s a symbol of perseverance and the dream of reaching the sea.

After weeks of exhaustion and an emotional rollercoaster, stepping onto the coast at Cape Emine is a triumphant moment. And what better way to celebrate than with a cold Burgasko? This was the opportunity—not just for sampling, but for creating a tradition.

We positioned Burgasko as the ultimate reward for completing Kom-Emine—not just a beer but a symbol of arrival and accomplishment. Hikers reaching Villa Emona could show their Kom Peak photo on their phone in exchange for a cold Burgasko. More than just a free beer, it became a moment of recognition, relaxation, and community—because when you finish Kom-Emine, you finish it with a Burgasko.