Bringing a European classic to an American audience.
Duvel is a classic. The brewery, founded in 1871, set the tone for what a Belgian Golden Ale should be. With strong sales abroad, the U.S. – where craft beer is king – trailed in sales. Duvel Moortgat was on the hunt for their true fans in the U.S. and the timing was right to reposition the brand for an American audience.
To understand Duvel’s current position in the U.S. market, NATIVE undertook a strategic brand and content audit. Through interviews with dedicated beer drinkers, social media content analysis and competitive analysis, NATIVE helped determine the driving factors behind consumers’ beer choices and how consumers view Duvel as a brand.
With this knowledge in hand, NATIVE worked to determine the profile of consumers who would be more likely to choose Duvel, including layers of geo-targeting data accounting for customer profile traits.
NATIVE defined a new content positioning and messaging architecture for Duvel in the U.S. that focused on introducing the brand to those most likely to embrace it. Along with the updated approach came:
- content themes
- execution recommendations
- strategic social media management
- advertising recommendations
Duvel is ready to find its true American fans. Maybe you’re one of them.