Foster pride for Belgian beer in Belgium.

Grow preference for beer instead of wine & Cava.

Belgian beer is famous around the world but Belgians didn't realize it (yet). For years beer consumption rates are dropping in Belgium. People in Belgium tend to perceive Belgian beer merely as a commodity by now and for special occasions Belgians tend to prefer wine and Cava.

In contrast to its neighbour, Belgians are not very nationalist and will seldom wave their flag. That's why we turned the national flag into a national beer flag. Just by adding white foam, the yellow part now looks like a fresh pint of beer. This new flag can still be be bought online proudofbelgianbeers.com.

The media attention generated by our campaign, incited the government to submit Belgian beer culture to the UNESCO world heritage list.

The campaign-effect on Belgians :

• 53% now feels more proud about Belgian beer.

• 36% more people bring beer instead of wine to a dinner party

• 33% say they drink Belgian Beer more often