Belgium: Carlsberg opens ‘immersive’ Grimbergen Experience in Belgium

Carlsberg has opened an “immersive” visitor’s experience for its Belgian beer brand Grimbergen in the grounds of the abbey where it is made, The Drinks Business reported on May 28.

The opening of the “Grimbergen Experience” sees Grimbergen’s 900-year history brought to life in a “newly expanded multi-sensory experience” that “charts the story of the Grimbergen Abbey Fathers’ who, to this day, continue the brewing legacy”.

The Grimbergen Experience marks the culmination of a six-year journey and multi-million-euro investment by Carlsberg that has also included the refurbishment of the site’s Fenikshof bar and restaurant.

Speaking as he officially opened the new extension, Carlsberg Group CEO Jacob Aarup-Andersen said: “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 forms part of Carlsberg’s wider strategy to accelerate growth of its premium porfolio of which Grimbergen is a core part.

Carlsberg has said that 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.

Additionally, Grimbergen will now be presented in a new 75cl bottle that is being positioned as ideal for sharing with friends or to accompany a meal.

Aarup-Andersen explained: “Both the newly extended visitor experience and new brand identity mark an important milestone in the profound evolution of Grimbergen. 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 added: “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.”

The 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.

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