MSc Brand Management & Creativity: Hold my 0.0% beer!

What does it look like when brand strategy meets real-world creativity? On April 9th, students from TBS Barcelona’s MSc Brand Management & Creativity answered that question with four original 0.0% alcohol beer brands — conceived, designed, and launched entirely by them.

From Classroom to Launch Event

The project was the final deliverable of a hands-on module within the MSc Brand Management & Creativity program, guided by program director Fabien Pecot and course professor Valery Lamy. Rather than a standard presentation, students staged a real product launch at the campus cafeteria — giving their brands a genuine market debut.

What makes this exercise remarkable is the constraint: all four groups visited the same locations — Barcelona’s Fòrum area and Park Güell — and partnered with local craft brewery Birra Ocho to select ingredients and bottle their creations. Same brief, same city. Four completely different brands.

The 4 Student Beer Brands

Later, at the launch event, all four brands shone in both identity and taste. Here is a little about each one:

• Sugar Mamma: Sugar Mamma is not your typical beer. With notes of orange peel, vanilla, sea salt and jasmine, it is trhe perfect drink to refresh without the heaviness of a usual beer or the sugar found in most sodas. Its presentation is equally unique, with soft pink and pastel tones. Undoubtedly, the diva beer of the day.
• Ecco: Inspired by the group’s experience at Barcelona’s Fòrum, Ecco features a highly geometric and symmetrical aesthetic. And its flavor? Much like the structure of the venue, it’s a denser, stronger beer that perfectly embodies the concept of the site’s architecture. As you might guess, the coolest drink at TBS Education.
• La Mística: If you want to taste Spanish magic in a single sip, this is your beer. The group drew inspiration from the carob trees and the essence of Park Güell. With bold flavors, this drink transports you to fantastical places in our country , leaving a unique feeling only Mediterranean magic can evoke. A beer that enchants with just one taste.
• Sw!tch: Negative thoughts and bad vibes fade away with every sip of this drink. The students found their muse in Gaudí’s chameleon, and like the fascinating animal, they aim to inspire transformation in every consumer. With hints of mint and citrus, its spring-like flavor and good vibes are what make this beer stand out. Truly, the chillest drink at the event.

Why This Is What Brand Education Looks Like

This project is a clear example of what sets the MSc Brand Management & Creativity at TBS Barcelona apart: students don’t just study branding theory — they build brands. From strategic positioning to visual identity, naming, flavour profiling, and a live launch event, this exercise mirrors the full lifecycle of a real brand launch.

If you want to develop the skills to create brands that connect, resonate, and stand out in competitive markets, explore the MSc Brand Management & Creativity program at TBS Barcelona.

A big congratulations to all the participants, and thank you for letting us be part of such a unique experience.

Don’t forget to grab your favorite!