READ OUT LOUD THE STORY BEHIND - DUVEL - BELGIAN BEER WITH A FOREIGN TOUCH
Chapter duvel07
Jun 26, 2015
Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book.
More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.
More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.
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Transcript
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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