Taking the high road

Hertog Jan Vatgerijpt – 2020

AB InBev, Hertog Jan Grand Prestige Vatgerijpt

Brand Strategy / Packaging Design / Activation

Aged in casks from Scotch whisky distilleries we weren’t allowed to name, this year’s design evokes both wood grain and contoured maps.

A golden thread creates a mythical road between unnamed locations in The Highlands, Lowlands, Speyside and Islay. We fuelled the curiosity of the brand’s fans with map references, which got the socials buzzing and may have contributed to the entire volume selling out online in 30 minutes. Slàinte!

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