Jupiler, synonymous with life in Belgium.

Brewed in Belgium, with the unique Jupiler yeast and only the best ingredients. This is what Jupiler thanks its rich and refreshing taste to. Craftmanship and perseverance in every glass make for the constant and extraordinary taste of Jupiler.

The Story of Juplier

In 1853 Jean-Théodore Piedboeuf and family launched their first beers, initially focusing on low fermented beers they reinvested all their profits back into the brewing process in the search for the highest quality and the perfect tasting beer.

 Fast forward to 1966 and an easy drinking, lower bitterness beer was launched with an alcohol level of 5°: Jupiler 5. The 5 referred to both the beer’s alcohol content and the number of ingredients. At the time German beers were seen to represent the highest levels of quality and often adopted an adapted name of their hometown. Juplier used the same principle, named after its hometown, Jupille. In the 1980s Juplier 5 becomes simply Juplier and the brand we know today, expanding into new markets such as the Netherlands.
 

Storyline

1853: Family Piedboeuf launches their first beers.

1920: The brewery Piedboeuf starts with low fermented beers and reinvest all profits in machinery and brewing process to achieve perfect quality.

1966: Jupiler Urtyp is born under the influence of the hype of German beers in Belgium at that time (Dortmund -> Dortmunder, Jupille -> Jupiler). At the same time, next to this premium version, the brewery launches Jupiler 5 a standard core lager (5 representing % Alc. Content and number of ingredients).

Early 80’s: Jupiler 5 becomes Jupiler. 5 was becoming too much of an icon and the decision was taken to erase it.

1988: Interbrew is born with the merger of the Jupiler-Piedboeuf brewery and the Stella Artois brewery.

1998: Jupiler finds its way over the border into the Dutch market, becoming the fastest growing lager brand in 10 consecutive years.

2004: Interbrew merges with Ambev and becomes the world’s biggest brewer in volume: Inbev.

2008: Newly formed AB-InBev takes a clear lead in the brewing industry. Jupiler ranks number 10 within  the company’s global portfolio.

In the years since Juplier has grown to become a true Belgian icon, available in every corner of Belgium.

The Bull

“I want a Bull, symbol of power, that is coming back home happy after a party”
- Mr Albert Van Damme

The previous symbol of the Piedboeuf brewery was the Bon Brasseur but the Bull has been already linked with the Piedboeuf logotype.

The original idea has been designed by the employees of the Piedboeuf “drawing office”. Grandfather Van Damme had referred to the “Cavallino rampante” of Ferrari and the “Auroch”, a bovine animal that disappeared a long time ago. Bernard Defrere, one of the designers of the drawing office, led the first project to create a bull on one foot (the “dancing bull”). The Bull was then styled to be painted on various support materials using the technique of transfer by tracing paper (Dieudonné Grétry). The smallest one painted was only 2 cm high where the biggest bull, a 3 meters and a half high version could be seen on the “Place St Lambert” in Liège.

German beers where the reference of quality at that time. The origin of the Jupiler brand name is coming from Jupille (all german beers where using the city name as a base f.e : Dortmund > Dortmunder). Mr Van Damme decided to apply to same principle. A few years after in 1966 he launched a beer for serving in pubs that was more easy to drink; with less bitters, very digestible and of an alcohol level of 5°: Jupiler 5. After a few years, he removed the “5” as the consumers were starting to call the Brand “5” (pronounced in German as “fünf”) and ordering it by holding up 5 fingers.

On the glass, the balls of the dancing Bull were used as a reference for a perfectly served beer. The introduction of a serving ritual that is continued until the present day. The level of the foam was supposed to be at exactly the level of the balls, creating a creamy foam of 2 fingershigh. The iconic glass itself with its bi-conic shape and ridges was also designed, by own brewing experts, to combine all the needs for a perfect drinking experience. Keeping the foam stable and guiding the warmth of your hand away. The non-stackable character of the glass has a hygienic benefit in keeping it clean. Designed for perfection, it is the best beer glass in the world.

The bull emblem in the logo represents controlled power, passion and dynamism.