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Hertog Jan Proeftuin Direct-to-consumer CX subscription platform

Brand communication Brand strategy CX design CX strategy Digital transformation UX design

Elevating the customer experience: In the pursuit of exceptional customer experiences, Hertog Jan Proeftuin embarked on a journey to redefine its brand identity and elevate its customer interactions. This case study delves into how Hertog Jan Proeftuin reimagined its approach, placing Customer Experience (CX) at the forefront of its strategy.

The Challenge

Hertog Jan Proeftuin faced the challenge of aligning its offerings with evolving customer expectations. The objective was to not just deliver products, but to curate an immersive experience that would resonate with customers on a deeper level.


To address this challenge, Hertog Jan Proeftuin implemented a customer-centric strategy that focused on enhancing every touchpoint along the customer journey. This involved:

  • Personalized Journeys: Understanding that each customer's palate is unique, Hertog Jan Proeftuin began tailoring journeys that catered to individual preferences. This personalized approach added a distinct touch to the overall experience.
  • Seamless Ordering: The implementation of an intuitive and user-friendly ordering system simplified the booking process, making it hassle-free for customers to secure their spot at the Proeftuin.
  • Interactive Workshops: To engage customers more deeply, interactive workshops were introduced. These hands-on sessions not only educated participants but also fostered a sense of community among attendees.
  • Captivating Digital Presence: Hertog Jan Proeftuin revamped its online platforms, ensuring they were visually captivating and easy to navigate. This shift enabled customers to explore offerings digitally before enjoying the physical product experience.


Hertog Jan Proeftuin's transformation required a comprehensive reevaluation of processes and systems. This involved training staff to embody the brand's commitment to exceptional CX and integrating feedback loops to continuously refine the experience based on customer insights. On a business level, the platform offers Hertog Jan the opportunity to build a new revenue stream, gather first party client data, and indirectly finance and improve innovation. 


The customer-centric approach yielded remarkable results:

  1. Heightened Customer Engagement: By personalizing interactions and creating memorable moments, Hertog Jan Proeftuin witnessed a significant increase in customer engagement and loyalty.
  2. Positive Word-of-Mouth: Satisfied customers became brand advocates, sharing their immersive experiences within their networks, amplifying the brand's reach organically.
  3. Enhanced Online Reputation: The revamped digital presence led to improved online reviews and ratings, positively impacting the brand's reputation.
  4. Increased Revenue: Elevating the overall experience translated into increased members and higher customer spend, contributing to revenue growth.

Hertog Jan Proeftuin's journey showcases the power of prioritizing Customer Experience as a strategic differentiator. By placing customers at the heart of its operations, the brand not only revitalized its identity but also forged lasting connections that extended. De Proeftuin is a successful new product that changes the way people experience specialty beers.


subscriptions platform

a unique customer service for curated beers from the Hertog Jan brewers

Every Quarter

an exciting beer experiment

to build innovation together with our fans

Limited Editions

direct from the brewery in Arcen

an interactive experience that makes every beer an occasion