Duvel case study: reinventing a global icon

The challenge: making an iconic brand scalable for the future

Three years earlier, Duvel Moortgat, an iconic Belgian brewery with a rich history, faced the challenge of making its brand strategy fit for the future. The objective was clear: remain true to Duvel's heritage while preparing for global expansion and changing consumer expectations. To achieve this, Duvel called on BrandQs for a thorough review of its branding, from market positioning to communication, innovation and product development.

The BrandQs solution: a multifunctional brand transformation

Step 1: gathering in-depth insights

BrandQs began with a thorough analysis of the Duvel ecosystem. We spoke with consumers, employees, customers and the management team to gain a deep understanding of the brand's core. The research mapped both consumer-facing elements and internal brand dynamics.

Step 2: developing the Duvel Global Brand Book

Based on these insights, BrandQs developed a comprehensive brand book that became the foundation of Duvel's global strategy. It covered every aspect of the brand operation:

• Brand positioning: Refining Duvel's distinctive position as a premium, globally recognised beer while maintaining its appeal across markets.

• Brand identity: Sharpening Duvel's visual and narrative identity, staying true to its roots while appealing to new audiences.

• Online and offline communication: Streamlining communication strategies for consistency across all touchpoints, including four content storylines.

• Portfolio and pricing: Optimising the portfolio and pricing strategy in key markets to improve both perception and market penetration.

• Brand visibility: Improving in-store and broader visibility, integrating category management and trade marketing principles to drive growth. Examples include the Duvel glass activations, which attracted attention worldwide.

• Promotions and activations: Designing innovative campaigns to excite existing customers and reach new audiences.

• Product innovation: Developing new product lines and formats that strengthened Duvel's core range.

The brand book gave strategic direction to every market and became the blueprint for local and global marketing initiatives.

Step 3: refreshing the visual identity

BrandQs played a leading role in Duvel's visual renewal, with the iconic Duvel “D” at its centre. The brand was reinvented as a flexible canvas on which artists from different disciplines could share their interpretations of the Duvel story. This created a rich variety of brand expressions appealing to a broad audience, from nightlife to sophisticated casual settings.

Step 4: launching new products

BrandQs played a key role in developing and launching successful product innovations, including:

• Duvel 666: A fresh, accessible variant of the original Duvel beer, aimed at a broader audience.

• Duvel Barrel Aged series: A premium line extending Duvel's appeal into the luxury market.

• Duvel Distilled: A limited-edition spirit launched to mark Duvel Moortgat's 150th anniversary.

These innovations opened new doors for Duvel, attracting beer enthusiasts as well as experimental, trend-conscious consumers. Duvel demonstrated its agility as a brand that resonates in high-end casual settings and alternative, arts-focused environments without losing its authentic soul.

Results: a global success story

For three years, BrandQs was closely involved in developing Duvel's international marketing strategy. We ensured a consistent approach in every market, with room for local nuances. Our methodology formed the backbone of brand plans across the regions where Duvel Moortgat operates, including the Netherlands, France, the United Kingdom, China, the United States, Spain and Italy.

Our approach also resonated across the wider Duvel Moortgat portfolio. The successful strategies we implemented for Duvel were soon adopted by other brands, including Chouffe, Liefmans, Vedett and Tripel d’Anvers. This led to a significant increase in reach and brand penetration for those brands.

The power of the BrandQs Focus Penetration Model

At the heart of Duvel's transformation was the BrandQs Focus Penetration Model, a comprehensive framework developed by BrandQs to stimulate growth through several drivers. The model emphasises:

1. Increasing brand awareness: Building awareness through innovative campaigns and strategic partnerships.

2. Strengthening brand connectivity: Creating deeper emotional and experiential connections with consumers.

3. Improving brand activation: Delivering impactful activations that build engagement and brand loyalty.

4. Building on product quality: Raising product standards to meet and exceed expectations.

5. Strengthening product innovation: Keeping the brand dynamic with new launches such as Duvel 666.

6. Entering adjacent categories: Expanding successfully into new markets with products such as Duvel Barrel Aged and Duvel Distilled.

7. Refining product positioning: Continually adjusting how Duvel is positioned across markets.

8. Fine-tuning portfolio and pricing: Optimising the product portfolio and pricing strategies to maximise value and profitability.

9. Increasing product availability and visibility: Expanding distribution while protecting visibility in key channels.

10. Entering new channels: Introducing the brand to new markets and platforms, from high-end dining to artistic events.

Conclusion: a modern icon

Through its collaboration with BrandQs, Duvel has developed into a global icon that remains firmly rooted in its Belgian heritage while embracing the future. BrandQs is proud of its crucial role in revitalising Duvel and laying a strong foundation for the next chapter of growth. Today, the Duvel approach is regarded as the gold standard within the group, providing a benchmark for future brand transformations and inspiration for other Duvel Moortgat brands.

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