Hoegaarden is a premium, craft beer with an incredible taste and heritage – but their traditional activations were simply not cutting it.

They had not been able to fully engage with their chosen audience, or communicate the correct messaging widely enough, becoming lost in the blizzard of communication tactics that every other brand adopts. So we needed to stand out.

We also had to reach the right people who would appreciate the natural ingredients and craftsmanship of Hoegaarden.

Objectives:

Create a unique experience that elevates Hoegaarden’s specialty beer status, to drive brand reappraisal and make it the 1st choice for sessionable beer.

The experience had to bring to life their ‘The Gaarden is open’ promise, celebrate the beer and its natural ingredients, and give our audience the opportunity to try Hoegaarden in a cool social space that inspired them to open their minds to new things.

We invited our promotion winners on an hour-long voyage, during which they enjoyed freshly poured Hoegaarden paired with delicious canapés created by celebrity chef Valentine Warner that perfectly complemented the subtle citrus and zingy coriander notes of the beer – all in a lush, nature-themed setting which provided a refreshing moment of sanctuary.

Guests also experienced a sensorial ‘Sound Scape Gaarden’. Carefully crafted sounds enhanced particular tasting notes of Hoegaarden and its natural botanicals, playing with guests’ senses to alter the taste of the beer and accentuate its sweetness and bitterness – helping them appreciate and enjoy the depths of flavour as part of their brand immersion.

Ahead of launch, we hosted a Facebook LIVE event with Hoegaarden fan and rapper Professor Green. This was followed by an exclusive media launch party that positioned The Floating Gaardens as the destination of the summer, to drive bookings ahead of the opening.