Hertog Jan Vatgerijpt 2020

Each year the brewers behind this crown jewel create Vatgerijpt, a limited‑edition taste adventure for brewers and beer lovers, and a key part of Hertog Jan’s communication. For the fourth edition, Grand Prestige matured for nine months in barrels from four Scottish whisky regions. A new variant called for a new story that did justice to time, craft and place.

Time and nature shape Grand Prestige, and they shape whisky too. We built the story on that shared craft. For Vatgerijpt 2020 the beer rested for nine months in oak from four Scottish whisky regions, taking on quiet influences that only patience can reveal. The line “Geduld is een schone taak” set the tone. The process asks for the patience of a saint, but it rewards anyone willing to slow down and taste what time can do.

To bring that idea to life we travelled through Scotland, letting place guide flavour. The Highlands, Lowlands, Islay and Speyside each carry a distinct character, written into their landscapes as much as their spirits. You sense peat and sea on Islay, gentler notes in the Lowlands, fruit and honey in Speyside, breadth and depth in the Highlands. We treated those cues as our palette. High‑quality film and photography captured a “taste” of each region, pairing mood, light and texture with the character of its barrel finish.

At launch these visuals led the way across site, social and the brewery, turning the release into an invitation to take your time. For fans who wanted the full backstory, we distilled the journey into a carefully crafted magazine, from the origin of the casks and the choices made in the cellar to tasting guidance for each variant. It was a complete experience: slow‑made beer, a sense of place, and a story you could pour, watch and read.

A limited release that rewarded patience and attention to detail, supported by content that matched the craft in the glass.

Sell‑out demand: 20,000 bottles sold out in a record 30 minutes online. A further 10,000 were purchased during the sold‑out brewery tour.

Stronger brand affinity: Rich storytelling and tangible craft deepened the bond with existing fans and introduced new drinkers to Grand Prestige.

Clearer product understanding: Films, photography and the magazine made barrel influence, maturation time and tasting notes easy to grasp.

Experience beyond the bottle: Brewery events and guided tastings turned the launch into something to visit, share and remember.

Vatgerijpt 2020 proved that when you honour time, taste follows. The work invites beer lovers to slow down, look closer and enjoy what patience makes possible.