- Event marks the culmination of six-year journey and multi-million-euro investment by the Carlsberg Group
- New award-winning* Abbey brewery brand identity “1128 by Grimbergen” is unveiled to accelerate its premium positioning
Grimbergen, known for brewing delicious and refreshing Belgian-style beers, has brought even more of its 900-year history to life with the opening of the newly extended Grimbergen Experience in the unique surrounds of the famous Grimbergen Abbey near Brussels, Belgium.
The newly expanded multi-sensory experience is a voyage from the past to the present and showcases the harmony of tradition and modernity that is the essence of the Grimbergen brand. It charts the story of the Grimbergen Abbey Fathers’ who, to this day, continue the brewing legacy of generations of Fathers before them, blending ancient craft with innovation to unearth new flavours.
Visitors will be invited to step into the Fathers’ shoes as they learn about the Norbertine Order, their charity work, their daily life, both past and present, as well as taking a close look at some of the most famous Abbots from across the centuries who have helped to shape Grimbergen and left their indelible mark.
The opening marks the culmination of a remarkable six-year journey and multi-million-euro investment by Carlsberg that has delivered the Grimbergen Abbey brewery, the Grimbergen Experience, and the refurbished Fenikshof bar and restaurant.
Speaking as he officially opened the new extension, Jacob Aarup-Andersen, CEO of the Carlsberg Group said: “I am delighted to be here to celebrate another remarkable day in the history of Grimbergen. Grimbergen is at the very heart of Carlsberg’s premium brands portfolio and is contributing significantly to the continued growth we are seeing in this category.”
The launch coincides with the release of “1128 by Grimbergen”, a new visual identity for the Abbey Brewery’s range that celebrates the year the Abbey was created and, it forms part of Carlsberg’s wider strategy to accelerate growth of its premium porfolio of which Grimbergen is a core part. The new premium identity introduces both the “Authentic Norbertine Product” logo and the signature of Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer, symbolizing Grimbergen Abbey beer’s authenticity, provenance and quality. To elevate its unique character, Grimbergen is now presented in a striking new 75cl bottle which is perfect for sharing with friends or to accompany a meal.
“I read in the newly extended Grimbergen Experience that the Fathers’ success lies in their prioritising quality, patience and passion into every endeavour. The same could be said of Carlsberg’s founder J.C. Jacobsen and, it is why the partnership between Carlsberg and the Abbey is such an enduring success. It has transformed Grimbergen into a world-class brand enjoyed in more than forty countries worldwide and has led us to forge the future of brewing and to create something quite extraordinary.”
“Both the newly extended visitor experience and new brand identity mark an important milestone in the profound evolution of Grimbergen,” continued Aarup-Andersen. “They are a testament to Carlsberg’s brand-building investments over the last six years and to the long-term ambition to invest further and to continue to grow this special premium brand.”
Visitors to the Grimbergen Experience can book a guide who will share a wealth of information about Grimbergen’s history, the brewing process, and take them to the Abbey Gardens, and of course visitors will have the opportunity to end their visit with a beer tasting.
Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer said: “Today marks another new and exciting chapter in our story. This new extension enables us to share fascinating insights into the Fathers, our life at the Abbey and of course our brewing heritage. It’s a story I am delighted to have helped to curate and I look forward to sharing the new extension with many visitors.”
To complete the occasion, visitors can buy a range of souvenirs and pay a visit to Fenikshof, Grimbergen’s bar and restaurant where Belgian cuisine is perfectly paired with Grimbergen beer.
These latest developments at Grimbergen come two years after Carlsberg refurbished Fenikshof, Grimbergen’s bar and restaurant, and opened the first phase of the Grimbergen Experience and, three years after the opening of the state-of-the-art Abbey Brewery which restored brewing inside the walls of the Abbey for the first time in over two hundred years.
Like the Abbey Brewery, the newly extended visitor experience has been built in a close partnership between Grimbergen Abbey and Carlsberg Group. Father Karel Stautemas, Provisor at the Abbey, has been heavily involved in curating the content of the new extension.
The new Grimbergen Experience was built in a close partnership between the Grimbergen Abbey and Carlsberg Group.
For more information about Grimbergen Abbey Brewery and Grimbergen beers, visit www.grimbergen.com
