TRIPEL KARMELIET​​​

Grand Cru: Tripel Distilled Edition

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 reached on social media.

Gift packs sold out within 24 hours.

18,000 bottles pre-ordered before launch. Demand was so high that the brewery immediately began creating more.

+20% increase in pre-orders compared to the last special-edition release.