KARMELIET GRAND CRU 2024

The world of ultra premium limited edition beers has become a mass of brands pushing incremental innovation through barrel-ageing, dark ales and high ABV.

To cement our position as a category defining beer we launched Karmeliet Grand Cru: Tripel Distilled Edition. A first of its kind, Tripel Distilled Beer.

VISUAL WORLD

The marriage between brewing and distilling processes serves as the core element around which our visual world developed. Rich copper tones and detailing celebrate the unique process at the heart of Karmeliet Grand Cru: Tripel Distilled Edition, at every touchpoint, from social assets to bottle and packaging design.

TASTING BOX

The first community led beer launch. With the help of superusers.agency we handpicked 230 Tripel Karmeliet superfans across Belgium. They all received a specially crafted tasting box, unlocking the ultimate at home tasting experience led by Tripel Karmeliet brewmaster Hans Van Remoortere.

THREE-ACT TASTING EXPERIENCE

The tasting box was the key to unlock a Masterclass-style online video experience to guide our fans through a three-act tasting ritual. We couldn’t think of a single person better suited for this task than our brewmaster, Hans Van Remoortere … so we tripled him.

In a playful twist for our viewers, and in the spirit of the Tripel Distilled Edition, we featured a ‘different’ Hans in each our our three acts, with the Hans’ coming together at the end to raise a glass to our loyal fans.

CREDITS

Strategist - Laura De Deurwaerder 
Creative Director - Enrique Reija
Creative Team - Cesar Herszkowicz, Victor Bustani, Ella Wong, Jack Harry
Product Film Director - Rob Lawson
Tasting Experience Cinematographer - Simon Bell
Editor - Jack Dawkins
Project Managers - Gabriela Moreira, Emmy Mahachi
Executive Producer - Parm Sidhu
Producer - Dom Toussaint