The Story 

When Asahi acquired SABMiller’s Central and Eastern European business for €7.3 billion, the commemorative design put the spotlight squarely on the brands at the heart of the transaction.

The tombstone features a metallic copper beer can emblazoned with Pilsner Urquell’s logo, paired with a crystal-clear block engraved with the deal details and logos of the iconic beer brands included in the acquisition—Kozel, Tyskie, Lech, Ursus, Dreher, and more. The dual composition of glass and metal evokes both transparency and strength, while the can itself makes the piece instantly recognizable and memorable to anyone familiar with these household names.

By merging a tangible product symbol with a polished financial presentation, this deal toy not only marks the acquisition but also celebrates the cultural and commercial legacy of Europe’s most storied beer labels under Asahi’s ownership.