Chapter duvel07

READ OUT LOUDTHE STORY BEHIND

- DUVEL -BELGIAN BEER WITH A FOREIGN

TOUCH

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

Duvel comes across as a traditional and solid brand. You drink a Duvel when you want to take a moment to relax and enjoy. Which is why the brand likes to associate itself with art projects and jazz. Yet, Duvel is carefully trying out

new developments, such as social media, for size. “After a tour of the brewery in March 2010 we enteredinto a bet with the beer club Lambikstoempers. If the club succeeded in recruiting 10,000

members for its Facebook-page ‘We want Duvel Tripel Hop’, then Duvel Moortgat would reintroduce this exclusive beer, which it had brewed in limited quantities three years earlier.Within two months, there were 10,000

members and we made good on our promise.” By the end of 2011, this had become 150,000 members. The worldwide consumption of ‘regular beer’ is going down, but the consumption of specialty beers is going

up. “More and more, consumers are opting for quality and want to make the most of their ‘beer moment’. Our greatest challenge is to create brand loyalty among each new generation.”

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