Always attentive to new consumption habits, Val-Dieu continues its development with two major launches: Audas in cans and Val-Dieu cider.
Two new products to showcase the Val-Dieu universe
Always attentive to new consumption habits, Val-Dieu continues its development with two major launches: Audas in cans and Val-Dieu cider. Two complementary innovations, designed to expand consumption occasions, reach new audiences, and strengthen the brand’s presence in Belgium and internationally.
With these two projects, Val-Dieu confirms a clear ambition: to innovate while remaining true to its identity, regional roots, and expertise.
Audas in cans: a modern, practical, and unconventional Belgian pils
The can format is experiencing strong growth among consumers. Lightweight, practical, easy to transport, and perfectly suited to on-the-go consumption moments, it has become an essential format, particularly for pils.
It is in this context that Val-Dieu is launching Audas in cans, a new milestone in the development of this Belgian pils with a modern, accessible, and deliberately unconventional positioning.
Beyond its practical aspect, the can represents a genuine commercial opportunity. It enables Audas to strengthen its presence across several distribution networks: supermarkets, service stations, night shops, HoReCa establishments, and outdoor events.
The launch will initially focus on the province of Liège, before a broader nationwide rollout through supermarkets. The objective is ambitious: to significantly develop volumes and establish Audas as an original, recognizable Belgian pils adapted to new consumption patterns.
A digital campaign in the spirit of Audas: bold and irreverent
To support this launch, Val-Dieu is deploying a strong digital campaign throughout July. Video capsules, social media content, and digital activations will showcase the new Audas can, whose design was created entirely in-house.
Val-Dieu cider: a new category rooted in the Aubel terroir
Another significant innovation: the launch of Val-Dieu cider, developed in partnership with Stassen in Aubel. This regional collaboration brings together two emblematic players from the Aubel terroir around an authentic, natural, and welcoming product.
With this cider, Val-Dieu aims to explore a new product category and reach an audience complementary to that of beer. Cider indeed offers new consumption occasions and allows the brand to expand its universe while remaining consistent with its local roots.
Initially, Val-Dieu cider will primarily be developed in the province of Liège, with a presence in supermarkets, drinks centers, and wine merchants. The market will then be analyzed to identify new growth opportunities.
In the longer term, international prospects are also being considered, particularly in the Netherlands and England, two markets where cider already holds a significant place in consumption habits.
A natural and strategic diversification
The launch of Val-Dieu cider is part of a coherent diversification strategy. In addition to strengthening brand awareness, this new product offers a significant logistical advantage: it can be integrated into Val-Dieu’s existing delivery routes.
This complementarity enables distribution costs to be optimized, flows to be pooled, and synergies to be created with existing beer-related activities.
From a marketing perspective, the positioning of Val-Dieu cider is based on a strong universe: orchards, apples, the countryside, and regional expertise. A visual and narrative identity that reinforces the brand’s authentic, convivial, and local image.
Val-Dieu, between innovation and authenticity
With Audas in cans and Val-Dieu cider, the brand demonstrates its ability to evolve with its market while remaining true to what makes it strong: its regional identity, innovative spirit, and closeness to consumers.
These two innovations illustrate a clear strategy: to meet new expectations, multiply consumption occasions, conquer new markets, and continue to grow the Val-Dieu universe.
Between modernity, boldness, and terroir, Val-Dieu confirms more than ever its determination to showcase its expertise, in Belgium and beyond.
