Hertog Jan
Proeftuin
Building community hype around Hertog Jan’s most mysterious beer with Instafamous Master brewer Micha.
Every quarter, the nationally beloved beer brand Hertog Jan releases a special Proeftuin beer, a passion project of Master Brewer Micha. The beer is exclusively available through the Proeftuin subscription, where only 10,000 fans can get their hands on these bottles.
Challenge
FERMENTING A FANDOM
A masterfully crafted beer deserves a grand reveal. But we didn’t want to spill all the beans (or, in our case, the malt). So, how can we create a frenzy among connoisseurs and make this cryptic beer more exclusive and sought-after than ever – without spoiling the surprise and suspense?
Approach
SOMETHING’S BREWING
With Micha, master brewer, beerfluencer, and father of Proeftuin, we wanted to create a cohesive narrative across three phases: teaser, big reveal and aftershow – to build anticipation and buzz with beer enthusiasts. Proeftuin subscribers should feel like they are part of a secret club with access to special sneak peeks, while non-subscribers are urged to get in on the action and ease their FOMO.
Solution
GET A TASTE
It’s showtime! Our opening act started with a low-key teaser video of Master Micha brewing the Proftuin beer and dropping subtle hints, creating a classic ‘if you know, you know’ moment with beer fanatics. And when the hype has been fermented, beer lovers can rejoice and celebrate the big enigma – and finally have a look (and taste) of the season’s most discreet beer. In a video, Master Micha presented Proeftuin’s full story, from how it is brewed to his favourite part of the process.
But we’re not done – because the party has only just begun. Every Proeftuin crate delivered to our subscribers is accompanied by notes from the mastermind himself, giving fans a behind-the-scenes look and guiding them on how to best savour the flavour. So that when subscribers hold each bottle, they can appreciate the care and craftsmanship going into it. And as for non-subscribers, time to hop on the bandwagon.
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