Hertog Jan

A decade ago, overtaking Heineken in its home market seemed out of reach. The category was declining and dominated by global players, who focused on lifestyle to create distinction, investing heavily in platforms like festivals, Formula 1 and international football.

Rather than trying to outspend them, we deliberately moved away from this dominant model. By applying the “law of opposites,” we defined a strategy around substance over style, with communication focused entirely on the beer itself.

The strategy builds on something industrial players cannot easily replicate: a genuine passion for craftsmanship. This passion became the foundation of the brand and remains at its core today. Everything Hertog Jan does is for the love of beer, made tangible through years of consistent communication centred around the three Bs: Beer, Brewers, and the Brewery.

To strengthen this craftsmanship positioning, we place strong emphasis on specialty beers in Hertog Jan’s communication, led by the crown jewel, Grand Prestige. While these beers play a smaller role in overall volume, they are key to expressing the brand’s craftsmanship.

They show the depth and expertise behind the brewery, shaping how the brand as a whole is positioned. As a result, this craftsmanship carries through to the pilsner, reinforcing its position as a high-quality choice on the shelf.

We brought Hertog Jan’s “For the love of beer” strategy to life through five building blocks of small, brewery-led initiatives. These experiences become communication in themselves, extending beyond their original scope, building credibility and connecting brewers and drinkers.

• Grand Prestige Vatgerijpt (Barrel Aged): A national phenomenon among beer lovers, ageing beer in barrels from spirits like bourbon, jenever and port. It fuels PR through continuous flavour experimentation, with limited releases consistently selling out within 30 minutes.
• Grand Prestige: The crown jewel of the Hertog Jan portfolio: a bottle-matured quadruple-style barley wine, collected and aged over time as proof of craftsmanship. In 2022, it received its first standalone commercial, positioning it not as a lifestyle accessory but as an occasion in itself.
• The Brewery: The physical home of the brand, welcoming over 40,000 visitors annually. It turns craftsmanship into a tangible experience.
• De Proeftuin (The Taster Box): A direct-to-consumer subscription for experimental batches like Vienna lager or low-alcohol stout. The programme reached its 10,000-member capacity within one year and maintains a growing waiting list.
• One-off beers: Exclusive releases like Gerard’s Toegift, a tribute to the retiring Master Brewer, saw 35,000 bottles vanish in under an hour. These milestones turn brewing into national events.

Hertog Jan is the #1 beer brand in the Netherlands, with a 10% increase in market share compared to a decade ago, leading both the total market and the pilsner category. This success is recognised with the industry’s highest honours, including multiple Dutch Effies and the Global Best of the Best Grand Effie. Our partnership continues to build on this momentum, bringing the strategy to life in new ways, all for the love of beer.