Passion for Beer... and Marketing
Adriaan’s career at AB InBev started in 2015 as a Market Visionary Programme trainee. He began as a field sales representative in retail and worked on different marketing projects. After holding several positions in Marketing for our brands in the Netherlands, he became Marketing Manager for Hertog Jan. He oversees brand strategy and planning; marketing communications; innovations, experiential & Direct to Consumer.
The heart of our brand
Hertog Jan’s purpose is to share their love for beer. Our creativity comes to the forefront in how we bring this purpose to life. First of all, we have seen a lot of success with our limited-edition beer drops and our fans were clearly thirsty for more unique, great-tasting, specialty beers. Secondly, we often get questions about how we brew certain beers and the process behind brewing. Lastly, consumers seek convenience and value in the form of subscription services. These three ingredients made us believe that a limited edition beer subscription service would be a great opportunity for Hertog Jan to further strengthen our positioning, deliver amazing beers to the doorstep of consumers and give them an inside view on the brewing process, tasting notes and much more.
We launched Hertog Jan’s subscription service in December and the response was amazing to see. Within weeks, we had thousands of subscribers and we currently stand close to 6000 subscriptions. It’s up to us together with the brewers to keep delivering amazing beers and experiences and ensure more people get to know our love for beer.
Building a long-lasting relationship
The challenge we always set ourselves is to create a compelling and interesting story or proposition that truly resonates and sticks with consumers. Only then you are able to create a meaningful connection with consumers. We believe that our strength lies in creating amazing beer experiences that have a positive halo effect on the total brand. The subscription service is another tool in our brand activation assortment to achieve this. Moreover, we have a direct connection with the consumer. This direct relationship allows us to be more agile & adopt atest & learn approach to brand building. Over time, this should result in a more effective method to keep offering great beer experiences and keep our consumers happily involved with our beautiful brand.