Lindemans and AdSomeNoise unveil new global platform: “The Fruitiest, Naturally”

Vlezenbeek, Belgium – 13 May 2026 – Belgian lambic brewery Lindemans has appointed creative agency AdSomeNoise to support the next phase of the brewery’s international brand development. Together, Lindemans and AdSomeNoise have created a new global communication platform built around the brewery’s strongest differentiator: taste.

The new campaign concept, “The Fruitiest, Naturally”, positions the Lindemans fruit lambics as the reference for authentic, flavorful and the naturally fruitiest beer brand while modernising the category and reconnecting fruit beer with a younger generation of consumers.

For decades, Lindemans has been internationally recognized for its fruit lambic beers, including its iconic Kriek and Pecheresse, as well as Framboise, Apple, Cassis and Strawberry flavors.

To meet the ever-changing needs of consumers, Lindemans recently expanded this range of “classic” fruit beers with a line of strong fruit beers (Tarot d’Or and Tarot Noir), as well as two alcohol-free fruit beers (Kriek 0,0% and Pecheresse 0,0%).

Recently, Lindemans decided to rethink its communication strategy and develop a unified global platform capable of bringing stronger emotional appeal, a more distinctive brand voice and greater cultural relevance across all touchpoints and markets.

“At Lindemans, we have always had a very strong product truth: our beers are defined by the unique taste combination of real fruit and lambic,” says Guillaume Vandooren, Sales & Marketing Manager of Lindemans. “What we needed was a communication platform that transforms this truth into desire, emotion and modernity. AdSomeNoise immediately understood that challenge and translated it into a powerful and scalable creative idea.”

The resulting platform, “The Fruitiest, Naturally”, celebrates Lindemans’ core belief that exceptional taste starts with real fruit, used generously and naturally. The campaign highlights the brewery’s use of high fruit content, natural ingredients and the refreshing sweet-sour taste resulting from the blend of a 1-year old lambic with fruit.

The creative concept is built around striking product visuals showing Lindemans bottles emerging from abundant pyramids of real fruit which visually reinforces the brewery’s fruit-forward identity and premium taste credentials.

The communication platform will be rolled out across a broad international (e.g. Belgium, France, USA, China) ecosystem of owned, earned and paid media, including digital campaigns, social media, online video, outdoor advertising, point-of-sale visibility, on-trade activations and B2B communication channels. The platform has also been designed with strong adaptability for international markets.

In parallel, the campaign will support the expansion of Lindemans’ alcohol-free range, including Kriek 0.0% and Pecheresse 0.0%, with a dedicated baseline: “0,0% alcohol, 100% intense fruit.” The brewery positions these products as a new generation of alcohol-free fruit beers brewed with real fruit, no artificial colours and no compromise on taste.

“With ‘The Fruitiest, Naturally’, we wanted to create more than a campaign,” says Gert Pauwels, Creative Director of AdSomeNoise. “We wanted to give Lindemans a contemporary and distinctive voice that expresses both craftsmanship and pleasure. The platform celebrates taste in a way that feels natural, emotional and culturally relevant.”

The first campaign assets will be launched progressively across Belgium and international export markets throughout 2026.

Contact

Lindemans Brewery

Guillaume Vandooren – Sales & Marketing Manager

Guillaume.Vandooren@Lindemans.be

0497/977.177

CREDITS

Client: Lindemans

Client contact: Guillaume Vandooren, Shauni Roggeman, Danielle Thompson

Agency: AdSomeNoise

Creative Director: Gert Pauwels

Media Director: Pieter Jadoul

Strategy: Rebecca Cox

Account Director: Sharon Lavaert

Account Executive: Irma Vanvooren

Concept & Creation: Tijl Verbruggen, Wout Dujardin, Tom Vanleenhove

Copywriting: Wout Dujardin

AI Production: Tijl Verbruggen, Tom Vanleenhove, Amèl Amri

Media Buying & Planning: Pieter Jadoul, Andreas Vanderperren, Ine Desmedt