When Mort Subite, a Belgian brewery known for its traditional Lambic beers, introduced their new fruity offerings to rejuvenate the brand, they embraced the perception of the style as inferior and frivolous, particularly in the high-brow Belgian beer scene.
Instead, they chose to double down, transforming these beers into the ultimate guilty pleasure to be enjoyed when no one is watching. Turning to Belgian-based WeWantMore, ‘Mort Subite Juicy’ was born, inspired by the juicy Y2K gossip magazines and tabloids with their bold, flashy headlines and cutout pictures. The photography mimicked paparazzi shoots, capturing people caught red-handed with the beer in question.
