This work for Hertog Jan is highly relevant for Direct because it goes beyond just selling beer; it's about building relationships, fostering lasting connections between beer lovers and the brand. Through democratizing beer ageing and offering a unique digital experience, we've empowered consumers to actively participate in the process, deepening their engagement and loyalty. And the campaign's success speaks volumes: rising from challenger to market leader, beating Heineken on its own ground, both in shares and in power.

In the Dutch beer market, renowned globally, brands like Heineken have established a strong presence through aggressive marketing campaigns and sponsorships that promote a culture of rapid consumption—from happy hours to large scale events. Against this backdrop, Hertog Jan, a smaller brewery, found itself competing not only for market share but also for cultural significance in a landscape dominated by these beer giants. The “DON'T DRINK HERTOG JAN” campaign was launched at a time when Dutch consumers, historically proud of their local brewing traditions, were beginning to crave authenticity and craftsmanship in their beer choices—qualities that mass-market brands could not easily replicate. This shift provided the perfect opportunity for Hertog Jan to differentiate itself by championing the ageing of beer.

The Dutch beer market has long been ruled by the giant Heineken, imposing the fast-fashionization of beer round after round of big advertising, big sponsorship, big everything. Hertog Jan, a small brewery from the Dutch countryside with limited resources, but with unlimited dedication, needed a strategy to stand out and weaponize this dedication into a market-leading advantage. So rather than attempting to fit into the prevailing beer culture, we recognized here an opportunity to redefine it.

We took the “drink-it-now” beer culture in the complete opposite direction, by doing the most unthinkable thing a beer brand can do: DON'T DRINK HERTOG JAN. Yes. A beer you shouldn’t drink because it’s made to be kept, inside the Room Heineken Doesn’t Have. A space in the basement of our brewery (or at home), for anyone, anywhere to let their beer... age. So while a Heineken forever stays a Heineken, your Hertog Jan travels through time... deepening, evolving, becoming better.

The strategy was designed to counteract the prevailing "drink-it-now" culture by introducing a markedly opposite behaviour rarely associated with beer: ageing. Rather than promoting impulsive beer sales, we designed a radically new proposition to sell beers that are not meant to be drunk (as unthinkable as it sounds) but rather meant to be kept, aged, encouraging customers to completely revisit their beer habits and invest emotionally in their purchase over time. This strategy was intended to draw in consumers looking for a more transformative beer experience, as we encouraged consumers to break free from conventional beer habits and view Hertog Jan as a long-term investment. It leveraged both the intrinsic appeal of exclusivity and the novelty of participating in a beer ageing process. By focusing on long-term enjoyment rather than instant consumption, we aimed to turn each purchase into a meaningful experience that extends well beyond the initial transaction.

The execution of "DON'T DRINK HERTOG JAN" kicked off with a bespoke e-commerce platform, crafted to allow enthusiasts to not just buy beer, but to embark on an ageing adventure with each purchase. This platform went live in the Netherlands, letting customers buy special beers and place them into our brewery’s ageing cellar, or follow our step-by-step guide to age them at home. The platform's launch was fueled by a dynamic digital marketing campaign that invited beer enthusiasts to embark on a new beer-loving journey. Engineered to be intuitive and mobile-friendly, the platform transformed waiting into anticipation, offering real-time updates on beer ageing. Insights and celebratory moments from our brewmasters further enhanced the experience, fostering community and excitement around ageing.

“DON'T DRINK HERTOG JAN” led to outstanding business outcomes for Hertog Jan, most notably its rise to a 19.0% market share, surpassing the industry giant Heineken on its own turf. This significant increase was not just a shift in numbers but a cultural shift in consumer behavior, with Dutch people having spent collectively a total of 103 005 years aging their Hertog Jan. Furthermore, the campaign influenced secondary market dynamics, with Hertog Jan becoming the most exchanged beer on the Dutch second-hand platform, Marktplaats. Brand preference also saw a substantial increase, with 37.2% of consumers preferring Hertog Jan (vs 24% for Heineken) over any other beer, a significant jump from previous years. This comprehensive success not only boosted Hertog Jan’s profitability but also took its status from underdog to new market leader across the Dutch beer landscape.