The lite beer category has exploded in recent years thanks to the iconic American brewers battling it out with start-ups backed by celebrity firepower for the eyes and wallets of young consumers that prefer low-cal, low-carb options. This month, a new, old, and wholly unconventional player enters the mix, the 268-year-old Belgian brewer, Martens United Dutch Brewery.
The historied brewer’s new brand, Martens BeLite, came to life through one part happenstance and one part business meet-cute. Fifteen years ago, the President and CEO of Buffalo Rock Company, an Alabama soda distributor, visited the Martens brewery museum in Bocholt, Belgium, where he was inspired by the family’s nine-generation commitment to craftsmanship. When Buffalo Rock expanded into alcohol distribution, Dent contacted the Martens family to develop a brew that combined Belgian quality with a light, familiar experience. The plan was very simple: Martens makes the brew, Buffalo Rock introduces it to America.
The result was a “domesticated import” that packed a Belgian flavor punch while being crafted specifically for the American palate and the outdoor lifestyle of the Southeast. “We have spent nine generations perfecting the art of Belgian brewing, and we believe Birmingham is the perfect place to begin our next chapter in America,” said Bob Martens, CCO of Martens United Dutch Brewery. “This community’s vibrant energy and spirited atmosphere reflect the same ‘light’ and refreshing quality we have captured in every can of BeLite. We are proud to lead our national launch in a city that truly knows how to live light.”
This month, that plan comes full circle with a comical launch campaign from creative agency Lewis. Designed to introduce BeLite to American consumers for the first time, the work launches in a fittingly unconventional market in Birmingham, Alabama. With no name recognition and no built-in audience, the campaign is designed to change that by commanding attention, sparking conversation, and burning the name into people’s minds.
Titled “Rivals,” the campaign pairs unlikely duos who wouldn’t usually share a moment, yet here they are, raising a beer together. Leaning into the absurd warmth of the unexpected, the creative features a hunter and a deer, both grinning as they hold up a cold one alongside the line, “Perfect for any get-together. It’s Time to BeLite.” Elsewhere, a surfer with a shark-bitten board kicks back on the beach, sharing a beer with the shark. A mail carrier and the dog who’s been chasing him for years clink beers in their local neighborhood. A knight and a dragon smirk at one another in front of a castle in a mystical land, while a cat and a pesky mouse share a laugh in the kitchen over a glass of BeLite.
“When you launch in a new market, you have one job, and that is to make people feel something they can’t ignore,” said Stephen Curry, Executive Creative Director at Lewis. “With ‘Rivals,’ that is exactly what we are doing. There’s something universally human about two unlikely characters setting aside whatever divides them just to share a cold beer. That’s the spirit of BeLite, and it’s the kind of idea that travels. Birmingham is just the beginning.”
The campaign rolls out across OOH, Social Video, Reels & Stories, and Social Posts in May, and will continue with a new pair of rivals being posted for two weeks until July.
BeLite enters the category as a “Domesticated Import,” offering a crisp, clean finish with only 90 calories, 2.2 carbs, and a 4.2% ABV. It is available now at major Birmingham retailers, including Piggly Wiggly, Hop City Beer & Wine, and Western Market.
