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

Spar makes ambitious entry into Greece


Spar International has set its sights on Greece as the next country to conquer and lead as the foremost independent food retail chain. Spar Hellas will cooperate with Asteras and Mesis to develop more than 500 Spar stores over the next four years.

Dr. Oetker buys half of Freixenet


Henkell, which is Dr. Oetker’s drinks division, has acquired slightly more than half of cava brand Freixenet’s shares. Following two years of negotiations, both companies struck a deal, even though the German food giant will not reign supreme at Freixenet.

Picnic confirms German arrival


There had been rumours that Dutch online supermarkets Picnic was trialing in Germany, news its co-founder Michiel Muller has now confirmed.

Délifrance joins FFC's portfolio


Dutch Franchise Friendly ConceptsDélifrance Benelux acquisition is in full swing. The franchise organization will obtain the French sandwich chain’s Benelux master franchisee on 1 April.

IKEA has developed actual "bug burger"


SPACE10, furniture giant Ikea’s innovation lab, will present a healthy alternative to the classic hamburger, where the meat is replaced by red beets and mealworm. It is also working on a “dogless hotdog”;

Supermarkets' price difference with neighbouring countries grows


Belgian supermarkets are increasingly more expensive than those in neighbouring countries according to Prijzenobservatorium’s research. Shoppers in France, Germany and the Netherlands quickly pay 10 % less.

Back to top