Lucy and St.Bernardus toast to a new collaboration!

BRUSSELS, Belgium – 25/06/2026. Lucy, the Brussels-based creative agency known for Realityproof Creativity™, has been named the creative partner for St.Bernardus, the West Flanders brewery whose Tripel and Abt 12 have earned a global following. The partnership gives Lucy full creative responsibility across all brand touchpoints: television, out-of-home, radio and digital platforms.

The agency selection and pitch process was guided by Yves De Voeght, who acted as an independent consultant throughout the trajectory, supporting St.Bernardus in the evaluation and selection of its new creative partner.

St.Bernardus has been brewing beer in Watou since 1946, building its reputation on craftsmanship, patience, and a commitment to traditional Belgian brewing methods. The brewery’s beers are distributed across more than 80 countries, yet the brand has remained deliberately understated in its communications. The partnership with Lucy marks a new step toward a more coherent and emotionally resonant brand narrative in sync with its business ambitions.

The integrated scope of the engagement reflects the breadth of the challenge. Lucy will develop a brand platform and deploy it across paid and earned channels, with activation concepts designed to bring St.Bernardus into physical spaces and cultural moments that matter to its audience. The first campaigns under the new partnership are scheduled for release in Q4 2026, with a full rollout planned through 2027.

"Beer marketing is one of the most studied and measured sectors in marketing. Perhaps that is why so many beer commercials have become terribly boring. Fortunately, at St.Bernardus, we found marketers and a CEO who are fully committed to building the brand awareness of their beautiful brand, and who realize that we need to break some of beer marketing's traditional codes to truly stand out. Really looking forward to this new partnership!"

— Jonas De Wit, Managing Director, Lucy Agency

“Lucy's strategic groundwork, the deep dive into our positioning and market research, and the way they brought Bernard (our icon) back as our brand anchor, striking exactly the right balance between heritage and modernity, made the difference. This isn't a campaign for a category, it's a campaign built for St.Bernardus and it has real potential to drive the right attribution and build mental availability for our brand. And the proposed baseline is genuinely distinctive: there's no room for it to be attributed to any other brand, which is exactly what we wanted.”

— Pieter Verdonck, Brand & Creative Lead, St.Bernardus