Hertog Jan – Bastaard
Consumer World: As Spring gets under way and the world gets sunnier and a bit warmer, we all think of spending more time outdoors. As well as walking, cycling and perhaps reading a few summer holiday brochures, we’ll also spend more time socialising outside. In The Netherlands the cafés are already dusting off the chairs and tables to attract customers to their ‘terrassen’, to enjoy the sunshine with a refreshing beer or soft drink…
Brand World: Around a decade ago an entirely new category was invented in the beer world – the ‘Radler’. Legend has it that it was invented for Austrian cyclists, looking for a refreshing drink half way around their Sunday ride. The resulting product is a low (and no) alcohol mix of beer with fruit juice or lemonade, and it’s become a big deal in many continental European markets. Hertog Jan is the beer drinker’s beer, so how to find a way to enter this rather unbeer-like category….?
Connection: It’s a Bastaard! A Radler with a bite: a child of Hertog Jan’s famous pilsener beer and a soda brewed with beer yeast, fruit and herbs. A refreshingly artisan approach to a category that’s become seen as industrial and artificial. Packaging that clearly loves beer but also promises a fruity, zesty chillout.
Success: Joost van de Sande, Senior Brand Manager: “From a blank sheet of paper back in October, our brand and insight team and our agencies The Valley and Osborne Pike have worked seamlessly to create this exciting new proposition, launching right now. OP’s packaging maintains the design DNA they created for the core ranges, whilst signalling a refreshing innovation”.