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Duvel Moortgat: Enhancing Environmental Awareness and Promoting Responsible Drinking

This case study explores how Duvel Moortgat can raise awareness about its environmental initiatives and promote responsible drinking among young people. It also suggests specific ideas and a communication budget for implementation while emphasizing a sustainable approach.

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Duvel Moortgat: Enhancing Environmental Awareness and Promoting Responsible Drinking

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  1. IMPACT CASE DAY Academicsfor Development – Alain van Audenaerde

  2. Quality brewers since 1871 • Fourth generation of the Moortgat family • Breweries: Duvel, Vedett, Chouffe, Liefmans, Maredsous, De Koninck, Ommegang, Boulevard, Firestone Walker, Bernard • Winner of several prestigious beer awards, such as a gold medal at the World Beer Awards 2016 • Operative in 8 countries • Turnover 2017: € 429 million • Annual production: 1.8 million hectoliters of specialty beers DUVEL MOORTGAT

  3. CURRENT INITIATIVES

  4. AWARENESS CSR Environment Based on Duvel Moortgat’s current initiatives regarding sustainability that still have a rather low public perception, what can Duvel Moortgat do in Belgium to raise awareness about its environmental initiatives? • Recommend specific ideas such as the choice of media channels, events, website,… • Draw up the necessary communication budget to achieve this. (max 25,000€) • Keep in mind a sustainable approach when implementing your ideas CASE STUDY

  5. AWARENESS CSR Responsible drinking How can Duvel Moortgat make young people / students, who are part of their target group, more aware of responsible drinking, more specifically for the “Don’t drink and drive” (DD&D) campaign? • Find an awareness-creating initiative on this issue, going beyond the “enjoy sensibly, drink responsibly” label on packaging and bottles. Make sure you take Duvel’s product characteristics and brand positioning / perception into account when working on the thematic / substantive content.* • Link your initiative to an affordable after-party mobility alternative** that can be elaborated on Flemish level, preferably with partners such as the government, other brewers, companies, educational institutions, …. *** CASE STUDY

  6. GOOD LUCK! YOU NOW HAVE 2 HOURS TO FIND YOUR PERFECT SOLUTION!

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