A Belgian brewery’s innovative approach to upcycling showcases the power of thoughtful brand architecture in the beverage industry. Studio Blackthorns recently partnered with Gertrude Beers to transform their unsold beer into a premium moonshine, creating a masterclass in brand extension and sustainable practices.

The Challenge: Crossing Category Boundaries

When Gertrude Beers approached Studio Blackthorns with their ambitious project, the challenge was clear: how to extend a traditional beer brand into the premium spirits category while maintaining brand coherence. The solution came in the form of Moonshine 626, a spirit that pays homage to both the brewery’s heritage and modern premium spirits codes.

Design Strategy

The design strategy focused on preserving Gertrude’s iconic elements while adapting them to premium spirits conventions. The result features two variants – Classic and Passion-Combawa – each with distinct label designs. The black and white laid paper labels are enhanced with gold foiling, creating a premium feel while maintaining brand recognition. The modernized portrait of Saint Gertrude, the brand’s symbol, was reinterpreted to align with premium spirits codes while preserving its historical significance.

Sustainability & Social Responsibility

What makes this project particularly noteworthy is its innovative approach to sustainability. By distilling unsold beer into moonshine, Gertrude created a unique upcycling story that resonates with contemporary consumers’ values. The limited edition of 626 bottles (referencing Saint Gertrude’s birth year) adds exclusivity to the sustainability narrative.

Beyond its innovative upcycling approach, Moonshine 626’s sustainability commitment extends to social responsibility. The brand pledged to donate €626 to Cosy Cat’s animal shelter, inspired by their personal connection to the shelter where they adopted two kittens. This initiative aligns with Saint Gertrude’s values (who is historically the patron saint of cats) and demonstrates how brand heritage can inspire meaningful corporate social responsibility. The number 626 plays a dual role – referencing both Saint Gertrude’s birth year and the donation amount, creating a cohesive narrative that ties together product storytelling and social impact.

Brand Architecture Excellence

The project exemplifies how thoughtful brand architecture can facilitate category expansion. By maintaining key visual elements while adapting to new category codes, Moonshine 626 successfully bridges the gap between craft beer and premium spirits, creating a coherent brand extension that feels both authentic and premium.

This case study demonstrates how strategic design thinking can transform operational constraints into market opportunities, setting a new standard for brand extensions in the beverage industry.