Cerveza Poderosa® — Iván Domingo

Cerveza Poderosa® - Gen-AI Brand

Whilst testing AI’s capabilities for creating and developing a brand, I came up with the idea of creating a beer inspired by the people from the outskirts of Spanish cities—immigrants or the children of immigrants who, in the post-war decades, left their villages in search of a better life; people who, through their hard work and dedication, helped build what are now major global cities such as Madrid or Barcelona, in an unfamiliar, and -at times- even hostile environment, yet proudly and passionately defending their way of life, their traditions and their values, combining this with a big dose of hard work.

A beer with distinctive character, boldness and pride.

Originating from working-class neighbourhoods and inspired by those post-war decades, when bull-running festivals were not held in large bullrings, but were (and still are) held in village squares, often cordoned off with tractor trailers, where people run in front of the bull — often accompanied by a brave cow — in the morning during the ‘encierros’ and in the afternoon in the square, where a communal meal is then served and enjoyed together; where, in short, the festivities emerged as a positive response to a harsh reality and an enormous struggle for survival.

Poderosa® is a tribute to all of that: the collective, popular, working-class and self-organised festivities, where the sole aim was for everyone to be able to enjoy it equally.

Because nothing brings us closer together than enjoying a good fiesta, and a great, unique beer simply had to be part of it.

New Double 00 Tostada

Poderosa® has a version to suit everyone, from its star product—a double malt beer with unrivalled body and flavour, to an award-winning 0.0 range.

Poderosa’s new 00 Tostada beer has an indomitable character. The bull logo on the packaging has been replaced by a “vaquilla” (heifer) – more energetic, vibrant and dynamic – yet it retains the unmistakable flavour of the best beer from the suburbs. A proud Tostada that tastes like a great fiesta.