JUPILER
Have you ever wondered how Jupiler became the Belgians' favorite beer? Well, the story begins in the Liège suburb of Jupille-sur-Meuse throughout the industrial revolution; it is here that the Piedboeufs founded the brewery in their name and created their first beer in 1853.
ean-Théodore and his family began by making low-fermentation beers, reinvesting the profits into their brewing facility in the heart of Jupille and refining their methods as they got closer to the beer we enjoy today .
A century later, Belgians only have German beer on their lips. Seeking to tap into their neighbors' reputation for quality, the Piedboeufs borrowed from Germanic naming conventions that often played on the town where the beer was brewed.
Its freshness and mild flavors made Jupiler 5 an instant success with Belgians. By the early 1970s, as people simply called the beer "5" and held up as many fingers to order it in bars, its name was shortened to Jupiler.
The man who contributed to this success is Albert Van Damme, husband of Eugénie Piedboeuf and successor to Jean-Théodore, who organized a secret merger between Jupiler-Piedboeuf and the Stella Artois brewery in Louvain in 1971.
At the time, Jupiler was challenging the Belgian dominance of Stella Artois, but when the merger that created Interbrew finally came to fruition sixteen years later, the roles had been reversed.
With the joining of the two forces, Jupiler expanded into the Netherlands where it became the fastest growing lager for ten consecutive years. Among Van Damme's many other contributions to Jupiler as we know it today is the iconic dancing bull in our logo, which represents controlled power, dynamism and passion.
Today, Jupiler is part of the world's largest brewer, AB InBev, and has expanded its range to offer alcohol-free beer, Jupiler 0.0 and Jupiler kegs to enjoy at home via PerfectDraft. Now synonymous with Belgium itself, Jupiler contributes to Belgian life through our love of sport as a sponsor of the Jupiler Pro League for over 30 years, as well as the Red Devils.
"...we have earned the trust of Belgians as the country's favorite beer"
