Haacht brewery is responding to the decline in pils drinking by investing and diversifying. Alan Hope reports
The Haacht brewery is one of the largest in the country, though it’s relatively unknown outside Belgium. However, it’s definitely worth discovering, especially now as it tackles the decline of the market for pils in Belgium by innovating and investing. Indeed, this sense of innovation is, here perhaps more than anywhere, in the brewery’s DNA. For the very establishment of the brewery here in 1898 involved an act of transformation of such audacity, it would make MBAs today weep with envy.