Missouri Creative’s Design for 1128 by Grimbergen Brings Belgian Monastic Heritage to Life

Background: Grimbergen is a Belgian monastic beer brand, named for the Norbertine monastery founded in 1128 from which the beers originated. Now owned by Carlsberg Group, Grimbergen beer is predominantly made in commercial breweries across Europe and is the 4th largest beer in France, their primary market, by number of consumers. However, in 2019, Grimbergen opened a brand-new microbrewery inside the walls of the Abbey, bringing brewing capabilities back to the monastery after more than 200 years. These ‘brewed in the Abbey’ beers enter a highly congested category, competing both with Belgian beers and craft beers, so they needed to stand out. Yet in 2022, three years after launch, demand was only just over 10% of the maximum brewing capacity – something needed to be done. Brief: Our task