Jupiler will disappear for a few months | RetailDetail

Jupiler will disappear for a few months

Jupiler will disappear for a few months
© defotoberg / Shutterstock.com

AB InBev’s latest marketing stunt is rather unusual: its popular Jupiler brand will disappear from the shelves until July. In order to “support” the Red Devils at the World Cup football (or to benefit from their popularity), it will be rebranded to Belgium.


Alcohol-free version does not change

Every Belgian news site reported on it yesterday: as every reference to Jupiler had been taken away from the brewery’s buildings in Jupille, the company referred to today’s press conference for more information. Would the company actually dare to halt its flagship product? Obviously not: it was all part of a marketing campaign that leads up to the World Cup football this summer. We will see Jupiler in stores again, somewhere mid-July.


Jupiler has been a partner of the Belgian football association for thirty years (shown by the fact that the top division is actually called the Jupiler Pro League) and therefore it makes sense that we do something special to support our Red Devils in Russia, the largest beer group in the world said. The first division will not alter its name however, because it is tied to Jupiler 0,0 - its alcohol-free version. That particular brand will keep its name throughout the summer, because it is still “too new in the market” to be changed.


The campaign may be unusual, but definitely is not unique: AB InBev did something similar in the United States, turning its Budweiser brand into “America” for a while. It is not clear whether Jupiler will also be transformed into Belgium abroad. 

Questions or comments? Please feel free to contact the editors

Gerelateerde items

Colruyt Group beats expectations


A solid holiday season allowed Belgian Colruyt Group to raise its market share and even keep its profit margins at the same level - contrary to expectations. The company also posted another online growth, meaning online is now worth 370 million euro.

Makro Belgium "in intensive care", new business plan should remedy


A more professional product range and a return to bigger packages: that is how Makro Belgium wants to return to better ways. Its CEO Vincent Nolf admits the chain is currently "in intensive care", but hopes to see improvement already next year.

Online supermarket Wink.be throws in the towel


The Belgian Louis Delhaize Group has decided to terminate its online supermarket Wink.be. The company was started in 2013, but never even came near reaching the break-even point.

Alter’Native Food: A place apart at the upcoming SIAL Paris !


(Advertorial) From 21st to 25th of October, Paris will be the world's food capital. 7,200 French and international exhibitors will be presenting their innovations among 21 exhibitions sectors.

Jumbo starts Belgian daughter company


Dutch supermarket chain Jumbo has made another important step towards its expansion in Belgium: it has founded the company "bvba Jumbo Belgium".

Agreement at Carrefour Belgium: fewer redundancies, no store closures


Trade unions and management have finally reached an agreement at Carrefour Belgium, which will be presented to the employees later this week. An early retirement scheme has however shocked some of the political parties.