Bière du Soir
Hertog Jan Vatgerijpt – 2022
AB InBev, Hertog Jan Grand Prestige Vatgerijpt
Brand Strategy / Packaging Design / Activation
Echoing the barrels previously used to mature Cognac, Armagnac, Calvados and Merlot Bordeaux, this year’s edition channelled the spirit of France’s ‘Belle Epoque’.
Using a sub-brand for the first time, ‘Bière du Soir’ was positioned as a digestif in the French tradition, a celebratory ending to an evening meal, enjoyed over many hours with good company and great conversation.
Targeting a broader consumer group with double the production, Vatgerijpt 2022 still sold out within a week.