Long before the launch date we start whetting the appetites of beer connoisseurs working in the media. In line with the flavour or the beer style of that year’s release, we developed care packets with brand agency The Valley. These were carefully distributed amongst press and influencers, without compromising the exclusivity of the limited edition.
The launch of Vatgerijpt in 2021 was a huge success (and it tasted great too). The beer sold out in 29 minutes. Besides beer geeks and aficionados, Hertog Jan appeared in lifestyle, food and business media, who highlighted the skill and knowledge of the Hertog Jan brewers. To crown it all, in 2021 we won a silver Effie for impactful proposition.