Launch: Hertog Jan Grand Prestige Cask aged
The question
An exciting flavor adventure was underway in the cellars of Hertog Jan Brewery. Crown jewel Grand Prestige has matured in Arcen for nine months in wooden barrels of port, bourbon and cognac. In addition, master brewer Gerard entered into a special collaboration with barrel-aging experts from Goose Island in Chicago. The Grand Prestige has been aging in Chicago on barrels of the world-famous beer Goose Island Bourbon County Stout. In March, all barrels were emptied and the beer was bottled: the finale of a long and beautiful flavor adventure. It was De Wolven’s honor to tell the public the story of Hertog Jan Barrel Matured.
Our actions
- Setting up the taste journey
We took key media from the beginning of the maturation process into the flavor evolution that the beer went through in the barrels. By inviting them to the brewery at the beginning of the adventure and sending them interim samples, they followed the taste evolution closely. - Content
Creating actionable content and news hooks for media. - Events
We organized events to let different experts experience the taste. In this way they became part of the Vatgerijpt story. There was a press trip to Goose Island, masters of barrel-aging and partner in the Vatgerijpt adventure, and tastings for culinary and spirits experts. The launch of Hertog Jan Grandprestige Vatgerijpt was celebrated at star restaurant Bolenius with an elaborate dinner attended by 30 journalists and influencers.
The results
The launch of the new beer had a free publicity value of over 982.565,00 Euro. Hertog Jan Grandprestige Vatgerijpt received ample attention in AD Magazine, Telegraaf Vrij, Esquire, JFK, Elle Eten, Playboy, Quote, Panorama, Nieuwe Revu, New Scientist, Hollands Glorie and Foodies.
