Born during the lockdown and founded in 2021 in Brussels by Nicolas Lacroix (32 years old), Fugu Brewing Co. has established itself as one of the faces of the modern brewing scene. The company breaks the industry's codes by relying on a unique “Asset-Light” business model: the recipes are developed in their R&D lab in Liège, while large-scale production is entrusted to brewing partners (“gypsy brewing”). Combining analytical rigor, precise recipes (from surgical IPA to alcohol-free 0.2%) and a visual identity marked by street art, the brand exclusively uses the 33cl can for optimal preservation.

On the occasion of a pivotal stage in its growth — marked by its entry into Delhaize and the goal of one million euros in revenue —, Fugu Brewing Co. called on our services to orchestrate its media launch. The challenge: to introduce this new brand to journalists while highlighting its pillars of innovation (the absence of a dedicated brewery, the technical choice of the can, and the agility of its model).

Results: A high-impact press campaign with 14 media mentions in 8 different outlets, covering specialist, general, local, and business press. Among them: Trends-Tendances, 7sur7, LNRadio, Sudinfo, and Gondola.