- Content Marketing
- Social Media
As a brand, Chimay was one of the original imported Belgium ales into the U.S. during the craft beer explosion. For the past 25 years, Chimay’s authentic Trappist ales have weathered a highly competitive market in the US with craft beer brands competing for consumers.
MBI wanted to attract a younger, newer generation of customers to Chimay through social media. In addition, MBI wanted to increase Chimay USA’s social media presence to improve brand awareness as well as communicate Chimay’s mission and capture more of the Millennial market.
Today, most Americans live within 10 miles of a craft brewery or brewpub. The United States now has more beer styles and brands to choose from than any other global market, surpassing even Germany. Our focus was on increasing Chimay’s brand awareness and relevancy by utilizing Instagram hashtags and on-premise events.
Chimay (Biéres de Chimay) is one of the original Trappist breweries in Belgium. The brewery was founded inside Scourmont Abbey, in the Belgian municipality of Chimay in 1862. With a rich tradition of craft brewing, we need to tell the story of Chimay, educating a younger audience used to Heady Topper, Sip of Sunshine and Hill Farmstead Beers.
Chimay’s authentic Trappist ales have weathered a highly competitive market in the US with craft beer brands competing for consumers. Our mission was to increase Chimay’s customer base in the United States by attracting a younger, newer generation of customers to Chimay through social media. In addition, the brand wanted to improve brand awareness as well as communicate Chimay’s mission through its non-profit Chimay-Wartoise Foundation and capture more of the Millennial market.
Geoff and BootstrapVT were instrumental in elevating our Instagram presence for Chimay USA. Their social media activities boosted consumer engagement, increased on-premise attendance, and ultimately off-premise sales. Our Belgian Beer Week, Belgian Independence Day and Chimay Day were successful events nationally with the help of the social team to 'up our game'.