TRIPEL KARMELIET
GRAND CRU: TRIPEL DISTILLED ​​​

To cut through the ultra-premium beer market saturated with barrel-aging and dark ales, we introduced a new expression of Karmeliet’s 300-year-old recipe.

As the first-ever triple-distilled beer, the original recipe's pure essence—spices, orange peel, and bergamot—was captured across three distillates and blended back for a bold new taste. This marriage of brewing and distilling inspired our visual world, with rich copper tones and detailing spanning everything from the films and print to social media and packaging.

To drive this first-ever community-led beer launch, we handpicked over 1,600 superfans to receive a specially crafted tasting box for bottle-opening parties, unlocking the ultimate at-home tasting experience.

The tasting box unlocked a Masterclass-style video guiding fans through a three-act tasting ritual. Leaning into the "triple" theme, we playfully tripled our brewmaster, Hans Van Remoortere. A different Hans led each part of the film, coming together at the end to raise a glass to our loyal fans.

The Results

600,000 Social Reach: Built massive organic buzz and engagement across social channels.

24-Hour Sellout: Gift packs completely sold out within a single day of launch.

18,000 Pre-Orders: Secured massive early demand before the bottles even hit shelves, forcing the brewery to immediately brew more.

+20% Pre-Order Lift: Outperformed the brand's previous special-edition release by 20%