Grimbergen & Carlsberg Group

Burned, but not destroyed.

Known for the stately gold phoenix on its label, Gimbergen beer is a unique drink. An abbey beer, Grimbergen got its start almost 900 years ago at the Grimbergen Abbey, in a little village just north of Brussels. While the setting was perfectly idyllic, the abbey was destroyed by three separate fires since 1128. Undeterred by hardship, the Grimbergen Fathers rebuilt the abbey time and time again—reviving their homemade beers each time.

Today, Grimbergen beer maintains its legacy of hospitality, comfort, and good taste when you want to spoil yourself after a hard day of work, while ensuring a reliable experience. A welcoming pint of Grimbergen brings people together, just like it always has.

In 2008 the Carlsberg Group, established in 1847 by master brewer J.C. Jacobsen, recognized the potential of bringing Grimbergen’s amazing beer and its story to markets outside of Belgium and helped launch large scale marketing campaigns to an international audience.

One of the world’s leading brewery groups, the Carlsberg Group boasts over 140 brands in its portfolio of beer and other beverage brands and is committed to producing the beverages at the heart of moments that bring people together. Right now, the Carlsberg Group has more than 40,000 employees and sells its products in more than 150 markets. As the Group likes to say, they are living their purpose of brewing for a better today and tomorrow.

To build on their legacy of success and keep pace with changing markets, Grimbergen wanted to shift their energy toward becoming a lifestyle brand—showcasing the unique stories and how Grimbergen is more than a beer—it’s an experience.

To do this, they needed a team capable of delivering diverse, cost-effective shoots, and unparalleled agility. They didn’t have the time or the capacity to juggle the fees and processes of a full-on creative agency, though. They came to Snapwire, instead.

Here’s what happened.