From Beer to Whisky: How Studio Blackthorns Redefines Gertrude’s Brand Extension Moonshine 626

A Belgian brewery’s innovative approach to upcycling showcases the power of thoughtful brand architecture in the beverage industry. Studio Blackthorns recently partnered with Gertrude Beers to transform their unsold beer into a premium moonshine, creating a masterclass in brand extension and sustainable practices. The Challenge: Crossing Category Boundaries When Gertrude Beers approached Studio Blackthorns with their ambitious project, the challenge was clear: how to extend a traditional beer brand into the premium spirits category while maintaining brand coherence. The solution came in the form of Moonshine 626, a spirit that pays homage to both the brewery’s heritage and modern premium spirits codes. Design Strategy The design strategy focused on preserving Gertrude’s iconic elements whi