For the first time ever: Duvel goes discount

For the first time in its history, Belgian beer Duvel is giving price discounts. The competition in the beer market is proving too hard to hold on to a non-discount policy.

“Sector has changed”

Customers at Colruyt who buy two packs or crates of Duvel, are offered a 20 % discount. Thay may not sound special, but it is the first time in its history that the blonde beer brand engages in such a marketing action. Promotions at other supermarket chains (and specialised drinks chain Prik & Tik) will also follow later this week.

“The drinks sector has changed a lot in recent years. Many competitors are coming in and prices are going up. That is why we want to make buying Duvel even more attractive for our loyal fans, but we also want to lower the threshold to purchase for new customers”, its brewer Duvel Moortgat wrote in an internal memo that Belgian newspaper De Tijd was able to read. Competition in the strong blonde beer market is indeed fierce, with (relative) newcomers such as Victoria (from AB InBev), Grimbergen (Heineken) and Cornet (Swinkels Family Brewers) waving big discounts.

Spokesperson Ellen Aarts told Belgian newspaper Het Nieuwsblad that “On the one hand, the beer market is changing very fast and we are getting a lot of competitors. On the other hand, we see that the prices on many products are going up in the supermarkets, and with this promotion we want to make our Duvel attractive for both the fans and those who want to try our beer.” She could not comment on whether this will remain a one-off, but confirmed that no new promotions are planned for the time being.