" ` Grimbergen Brand Repositioning and Portfolio Strategy | Haines McGregor


An Abbey beer, so full of history, meaning and quality had been edged out of contemporary culture by the relentless rise of craft. We dived deep into the brand’s heritage and built a new positioning founded upon ‘Igniting Enriching Experiences’. This gave us the foundation to re-structure the portfolio and create new innovation to excite, intrigue and inspire new consumers. Our brand film tells the tale of how we reignited the embers, created desire and sparked relevance for Grimbergen.

"More than just an agency, Haines McGregor has been part of our Grimbergen team in the past couple of years. We have worked together on brand positioning, portfolio architecture and creating brand guidance that could be rolled out and still fit from WE to Asia. It has been an absolute pleasure working side by side with them and we can all look at where Grimbergen is today and be proud!"

Marcela Wiwe Global Marketing Manager, Carlsberg Group

The result

Grimbergen achieved volume growth in 2020 and continues to ignite ‘Enriching Experiences’ with the development of the new Micro-Brewery on the site of the historic Abbey.