The Netherlands has reached peak brewery. While the popularity of craft beer has accelerated the growth of Hertog Jan, it is now turning into a threat for Hertog's brand. The challenge was that when it comes to craftsmanship, small craft breweries appear to be more credible and likeable.
Knowing that Hertog Jan’s speciality beers create a premium halo-effect for the quality perception of the brand and its Pilsener, we decided to double down on the crown jewel of the brewery: Grand Prestige: one of the very few beers that develops a unique taste when ageing. Brought to you from the cellar underneath the brewery, the dusty home of thousands of bottles Grand Prestige, this ageing narrative has already provided great stories and inspired curious beer lovers to age bottles at home.
Just telling this story isn’t enough to elevate the brand’s craftsmanship positioning. We needed to find an idea that extends the uniqueness of the beer with a one-of-a-kind experience, substantiating the storytelling of Grand Prestige.