AB InBev Global requested Bridger Conway to develop a premium gift pack for its traditional and historical brands: Stella Artois, Leffe and Hoegaarden.
The objective was to create a premium packaging to be marketed at the Duty Free Shops around the world, among spirits and high-value beverages.
After several proposals, the alliance between beers and chocolates (a pairing suggestion combined for many years) was selected. For this, there was developed a joint venture with Callebaut, a chocolate company created in 1911.
The concept was “The Best of Belgium”, since all the products are from this country. The gift pack was conceived as a small suitcase that allows to transport the content comfortably and exhibit it at the same time, giving it an added value of practicality and portability.