Transcending tradition
Capturing the spirit of Mizunara
AB InBev, Tripel Karmeliet Grand Cru
Brand Strategy / Packaging / Content Creation
+100%
increase in on-trade sales YOY
Off-trade
Launched for the first time ever and saw a +50% increase in DTC bottle sales vs. 2024
Sold out
Tripel Karmeliet continues its relentless pursuit of perfection with its 3rd limited edition Grand Cru. The triple distilled spirit of Tripel Karmeliet aged in Mizunara oak barrels traditionally associated with whisky making, and arguably the most iconic casks in the world.
You notice what is iconic about Tripel Karmeliet by drinking Grand Cru
This edition’s design reflects the rare, raw, and windy qualities of Mizunara. Like the beer, it takes masterful craftsmanship to respectfully challenge its characterful form and create something truly remarkable.
It was immediately clear that this was a well-thought-out concept rather than just a design, unconventional and non-traditional, like the beer itself. The packaging does not simply contain the beer; it tells its story, enhances the overall experience and adds real value to the beer. This project proves that when product and packaging are developed in harmony, something truly special can be created.