Making “Soif de Liberté” stand out against the beer giants.

Cheval Blanc is an iconic Quebec beer. The first craft white beer in Quebec, Cheval Blanc is brewed in the tradition of Belgian witbiers. It evokes the pleasures of summer and a breeze on your face. A burst of freshness, a call to free spirits. No frills, just the simplicity of being yourself.

In an ultra-competitive market dominated by world-famous giants, the main challenge was to establish the new “Soif de Liberté” positioning. To get there, our approach relied on a strong content strategy to raise the brand's profile, supported by strategic collaborations with other Quebec businesses. By combining this community building with geotargeted digital ad campaigns, we built a powerful and authentic local presence.

Establishing the new “Soif de Liberté” positioning in an ultra-competitive market dominated by world-famous giants.