Duvel

Craftsmanship & Passion

Bringing a European classic to an American audience.


Challenge

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.

Action

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.

Duvel

Ultimately

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
  • concepts
  • execution recommendations
  • strategic social media management
  • advertising recommendations

Duvel is ready to find its true American fans. Maybe you’re one of them.
Duvel

“NATIVE’s comprehensive analysis brought us a greater understanding of our target consumers, and the means by which we can improve our online conversations with them. Their experienced team made the assignment a very natural, seamless process, punctuated with actionable details that make everyone – from contributors to the board room – confident with the results.”

Jeremy Ragonese

Jeremy Ragonese
Director of Marketing, Duvel Moortgat USA

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