With the rapid growth of craft beer, it has become increasingly challenging for legacy brands like Hoegaarden to stand out. At the time of our engagement, Hoegaarden was positioning itself as a free-spirited, bohemian choice. However, the brand was being squeezed between mass-market standbys and boutique craft options, struggling to carve out a distinct identity.

To address this, Love & War partnered with AB InBev to create what would become the ultimate expression of the Hoegaarden brand: the Hoegaarden Greenhouse. This permanent physical concept, now rolling out across Europe and Asia, serves as the brand’s “spiritual home” - providing an immersive consumer experience that brings Hoegaarden’s identity to life, connecting with audiences on a deeper level and solidifying its position as a uniquely inspired choice.

Photography: Maíra Acayaba