I said it since 2023 (here and here) and I stand by every word. Almaza is working without any strategy. They are going through what I call the "spaghetti theory" - throw things on the wall and see what sticks. And here is another proof. Their new summer Rosé (the fruity beer) ad. Now they picked French, because yes, why not? "Pince-moi, je reve" (pinch me I am dreaming) - or more like pinch me I am having a nightmare. So yes, they picked a crab, trying to open the bottle, this time with a background of a setting sun. And so here we are, another boneless trial. All of this could be great had it had a strategy behind it. I assure you, it does not.