Brief For almost 60 years Almaty Zhigulevskoye beer was proudly positioning itself as a beer “from Almaty for native Almatians”. For decades Almaty Zhigulevskoye has been winning hearts of Almatians with its nostalgic brand. However, Almaty city drastically changed as well as its citizens. Nostalgia was no longer appealing for modern audience, so Almaty Zhigulevskoye needed to change its positioning and win hearts of new Almatians. Strategy According to Kazakhstan Institute of Strategic Studies, internal migration in Almaty reached 70% in 2020. Meaning, modern Almaty’s majority of population consists of people from all over the country. However, all newcomers face unjustified hostile attitude being called “yokels”, “bloody countrymen”, “orcs”, “savages” and other offensive name-callings. This attitude robs newcomers of the right to call themselves Almatians. Even though, it’s the newcomers who make Almaty the city the whole country adores. To change this attitude and provide newcomers with the opportunity to feel like Almatians, Almaty Zhigulevkoye changed its positioning to “For Almatians from all over the country” and launched new campaign, welcoming newcomers and explaining the new meaning of “being Almatian”.