Duvel Moortgat NL – Niels Arnbak – Copywriter, Content lead, Catalyst

Beers and bibles are closely linked. Not just because many beer brands originated in abbeys at the hands of pious monks, but also because today’s beer brands produce bibles of their own that dictate how to communicate in their name.

However, some brewers have multiple brands in their portfolio for which they want combined retail concepts. How do you start brewing your creative concept if there are multiple contradictory brand bibles to prescribe the ingredients?

In the case of Duvel Moortgat NL, they just order another round of creative copy from yours truly. Apart from the iconic Duvel, they also own the very different brands Brouwerij ‘t IJ, La Chouffe and Liefmans. When they need to create multi-brand gift packaging, themed retail displays or even full board games, they know they can throw anything at me and I’ll catch it all in a phrase, or two.