- Occasion marks the end result of six-year journey and multi-million-euro funding by the Carlsberg Group
- New award-winning* Abbey brewery model id “1128 by Grimbergen” is unveiled to speed up its premium positioning
Grimbergen, Belgium— Grimbergen, identified for brewing scrumptious and refreshing Belgian-style beers, has introduced much more of its 900-year historical past to life with the opening of the newly prolonged Grimbergen Expertise within the distinctive surrounds of the well-known Grimbergen Abbey close to Brussels, Belgium.
The newly expanded multi-sensory expertise is a voyage from the previous to the current and showcases the concord of custom and modernity that’s the essence of the Grimbergen model. It charts the story of the Grimbergen Abbey Fathers’ who, to today, proceed the brewing legacy of generations of Fathers earlier than them, mixing historic craft with innovation to unearth new flavours.
Guests can be invited to step into the Fathers’ sneakers as they be taught concerning the Norbertine Order, their charity work, their every day life, each previous and current, in addition to taking an in depth take a look at a number of the most well-known Abbots from throughout the centuries who’ve helped to form Grimbergen and left their indelible mark.
The opening marks the end result of a outstanding six-year journey and multi-million-euro funding by Carlsberg that has delivered the Grimbergen Abbey brewery, the Grimbergen Expertise, and the refurbished Fenikshof bar and restaurant.
Talking as he formally opened the brand new extension, Jacob Aarup-Andersen, CEO of the Carlsberg Group stated: “I’m delighted to be right here to rejoice one other outstanding day within the historical past of Grimbergen. Grimbergen is on the very coronary heart of Carlsberg’s premium manufacturers portfolio and is contributing considerably to the continued development we’re seeing on this class.”
The launch coincides with the discharge of “1128 by Grimbergen”, a brand new visible id for the Abbey Brewery’s vary that celebrates the 12 months the Abbey was created and, it varieties a part of Carlsberg’s wider technique to speed up development of its premium porfolio of which Grimbergen is a core half. The brand new premium id introduces each the “Genuine Norbertine Product” brand and the signature of Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer, symbolizing Grimbergen Abbey beer’s authenticity, provenance and high quality. To raise its distinctive character, Grimbergen is now offered in a hanging new 75cl bottle which is ideal for sharing with pals or to accompany a meal.
“I learn within the newly prolonged Grimbergen Expertise that the Fathers’ success lies of their prioritising high quality, persistence and fervour into each endeavour. The identical might be stated of Carlsberg’s founder J.C. Jacobsen and, it’s why the partnership between Carlsberg and the Abbey is such a permanent success. It has remodeled Grimbergen right into a world-class model loved in additional than forty nations worldwide and has led us to forge the way forward for brewing and to create one thing fairly extraordinary.”
“Each the newly prolonged customer expertise and new model id mark an essential milestone within the profound evolution of Grimbergen,” continued Aarup-Andersen. “They’re a testomony to Carlsberg’s brand-building investments during the last six years and to the long-term ambition to take a position additional and to proceed to develop this particular premium model.”
Guests to the Grimbergen Expertise can ebook a information who will share a wealth of details about Grimbergen’s historical past, the brewing course of, and take them to the Abbey Gardens, and naturally guests could have the chance to finish their go to with a beer tasting.
Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer stated: “Immediately marks one other new and thrilling chapter in our story. This new extension allows us to share fascinating insights into the Fathers, our life on the Abbey and naturally our brewing heritage. It’s a narrative I’m delighted to have helped to curate and I look ahead to sharing the brand new extension with many guests.”
To finish the event, guests should purchase a variety of souvenirs and pay a go to to Fenikshof, Grimbergen’s bar and restaurant the place Belgian delicacies is completely paired with Grimbergen beer.
These newest developments at Grimbergen come two years after Carlsberg refurbished Fenikshof, Grimbergen’s bar and restaurant, and opened the primary part of the Grimbergen Expertise and, three years after the opening of the state-of-the-art Abbey Brewery which restored brewing contained in the partitions of the Abbey for the primary time in over 2 hundred years.
Just like the Abbey Brewery, the newly prolonged customer expertise has been in-built an in depth partnership between Grimbergen Abbey and Carlsberg Group. Father Karel Stautemas, Provisor on the Abbey, has been closely concerned in curating the content material of the brand new extension.
The brand new Grimbergen Expertise was in-built an in depth partnership between the Grimbergen Abbey and Carlsberg Group.
For extra details about Grimbergen Abbey Brewery and Grimbergen beers go to the web site
