Där med dig

Apolinaire is a company from Skåne producing non-alcoholic gastronomic beverages developed to pair with food and enhance the dining experience. It has already gained recognition in strong contexts, including the 2025 Nobel Banquet. Our assignment was to increase brand awareness and establish a clear position by clarifying the product’s value and creating a strong emotional connection.

The goal is to go from an anonymous foodtech company into a well-known flavour enhancer. The challenge is that the language of gastronomy is often perceived as exclusive and difficult to access. As a result, despite its clear function, Apolinaire is perceived as unclear in its role and difficult to place within everyday dining situations. Gastronomy is often experienced as complicated. Our insight therefore became clear, when experiences need to be intellectualised, they become difficult. When we are encouraged to feel, they become inviting. To invite more people into the gastronomic experience, we changed the communication to become more approachable and easy to understand. From the complex “Non-alcoholic gastronomic meal beverage” to something simple and enjoyable “Flavour enhancer.”

“Där med dig” is built on the idea of making gastronomy more accessible by shifting the focus from complex terminology to practical function and emotion. Instead of being the main attraction at the dinner table, Apolinaire is positioned as a flavour enhancer, a complement that improves the dining experience without requiring expert knowledge. Gastronomy therefore does not need to be understood in order to be experienced. It needs to be felt. To make this tangible, Apolinaire collaborates with premium meal kits where the beverage is paired with meals. Through activations, events and targeted PR packages sent to food profiles, we build credibility and brand awareness. Via a digital solution, consumers can receive beverage recommendations based on what they are eating. In this way, Apolinaire becomes something you do not need to understand beforehand, but something you experience in the moment. A flavour enhancer that is right there with you.