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Grimbergen refreshes brand and extends visitor experience

Belgian brewery Grimbergen has open its Grimbergen Experience in Grimbergen Abbey. The expanded experience showcases the brand’s history, sharing the story of the Abbey’s Fathers who maintain the institution’s brewing legacy.
The opening is part of a six-year project funded by Carlsberg, which has also seen the opening of a refurbished bar and restaurant onsite. Carlsberg opened Grimbergen in 2021, restoring the Abbey’s brewing legacy. 
The brewery’s range has also been given a refresh, now branded under ‘1128 by Grimbergen’. The new visual identity highlights the Abbey’s founding year. Also included are the ‘Authentic Norbertine Product’ logo and Abbey provisor and brewer Father Karel Stautemas’ signature.
Stautemas commented: “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.”
Jacob Aarup-Andersen, CEO of the Carlsberg Group, said: “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.”

4 June 2024 - Lucy Schofield