Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

1. READ OUT LOUD
THE STORY BEHIND
- DUVEL -
BELGIAN BEER WITH A FOREIGN TOUCH

2. BEFORE YOU START….
please look into your camera and tell
us slowly your name, city and
country… Then you can start reading
this paragraph out loud… Have fun!

3. Duvel comes across as a traditional and
solid brand. You drink a Duvel when
you want to take a moment to relax and
enjoy. Which is why the brand likes to
associate itself with art projects and
jazz. Yet, Duvel is carefully trying out

4. new developments, such as social
media, for size. “After a tour of the
brewery in March 2010 we entered
into a bet with the beer club
Lambikstoempers. If the club
succeeded in recruiting 10,000

5. members for its Facebook-page „We
want Duvel Tripel Hop‟, then Duvel
Moortgat would reintroduce this
exclusive beer, which it had brewed in
limited quantities three years earlier.
Within two months, there were 10,000

6. members and we made good on our
promise.” By the end of 2011, this had
become 150,000 members. The
worldwide consumption of „regular
beer‟ is going down, but the
consumption of specialty beers is going

7. up. “More and more, consumers are
opting for quality and want to make the
most of their „beer moment‟. Our
greatest challenge is to create brand
loyalty among each new generation.”

8. - END OF RECORDING-