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Chapter duvel01

Date post: 14-Dec-2014
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Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.
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READ OUT LOUD THE STORY BEHIND - DUVEL - BELGIAN BEER WITH A FOREIGN TOUCH
Transcript
Page 1: Chapter duvel01

READ OUT LOUDTHE STORY BEHIND

- DUVEL -BELGIAN BEER WITH A FOREIGN

TOUCH

Page 2: Chapter duvel01

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

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Think of Belgium, and you can just picture the delicious chocolates and foaming glasses of beer. Yet, in just a few years’ time, the number of Belgian breweries has decreased from several thousand to approximately 115. Beer

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Brewer Duvel is one of the survivors and winners. What are they doing that the others aren’t? The Moortgat brewery lies just south of Antwerp, in the village of Puurs. The fact that I have arrived in the right place is

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evidenced by the words ‘SSHT… THE DUVEL (DEVIL) IS RIPENING HERE’ painted in big letters on the roadside wall of the brewery. This is where thebest-known specialty beer of Belgium isbrewed. At the start of the evening,

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when only the night shift is on the premises, I meet with Michel Moortgat – CEO of this company in which he is the fourth generation. We start out straight away with the photo shoot. Thegolden hues of the beautiful sunset are

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the last natural light of the day.

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- END OF RECORDING-


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