A Belgian Monk’s Heroic Struggle to Save a Beer Recipe Is Now a Truly Epic Ad

Grimbergen tips hat to 9 centuries of tradition

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

It’s safe to say the public is familiar with the usual themes and formats of beer ads—beaches, parties, rivers, mountains and, in one case, a skateboarder lazily making his way down a San Diego street.

So you may be surprised to see a thrice-burned-down abbey and a monk risking his life as the theme of an ale ad. The new work from Grimbergen, a Belgian brand that has a licensing agreement with Carlsberg for the international market, is straight out of Hollywood or Game



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in