A new generation, with character
Grain gin is a Belgian classic. As Belgian as a café on the corner, and the man at the bar who swears he’s only having one. But classic and relevant are two different things. A classic can shine on a shelf. Relevance is what ends up in the glass.
It was time to give grain gin a fresh new energy, reignite the appetite for it and put it on the radar of a younger generation. The answer? A surprisingly simple mix of Peterman and bitter lemon: the Straaljager. Fresh, accessible and with all the character of a true grain gin
From classic to easy mix
How do you make a traditional drink relevant to a generation looking for new flavours and surprising combinations?
Not by fighting tradition. You’ll lose that battle, and rightly so. Instead, give it a new twist.
Peterman and bitter lemon come together in an easy mix: approachable, refreshing and unmistakably Belgian.
A new way to discover grain gin, without losing its character.
Generations have more in common than you think
Grandparents and grandchildren may experience Peterman in different ways. But ultimately, they share the same desire to enjoy life together. That became the starting point for the campaign.
Peterman became more than a drink with a tradition: it became a way to pass that tradition on and experience it all over again.
A campaign with character
With the campaign, we repositioned Peterman as a drink with character. Authentic, distinctive and made to be enjoyed together.
And because a good idea doesn’t stop at the border, the campaign was also rolled out in the Netherlands. There, the concept was given a local twist, with Hooghoudt taking the role of the trusted grain gin classic.