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 surroundings 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 and 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 portfolio, 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, symbolising 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.
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, plus 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.”
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