A different approach
Belgium has a charm to it. The country is a hive of both tradition and creativity, something that is celebrated by Heverlee beer.
Do I enjoy beer? Yes I do. But it’ll come as no surprise to you that I’m no expert. So while Mat is checking-in his latest beer on Untappd, my approach has always been a simple yes I like it, no I don’t filter. So after taking a short one-hour flight to Belgium – arguably the home of beer – I wanted to learn more as to what makes a good drink and to do that I entrusted Heverlee beer to educate me.
Belgium is quiet and peaceful, with attention to detail when it comes to its buildings. And of course, spoilt for choice when it comes to beer. For those following me on Instagram, you’d of seen what I’d been up to in Belgium, but for those who don’t (c’mon guys what are you waiting for?) I was out there with Heverlee along with Mat, Chris and Daniel Jin to celebrate all things Belgium, beer and in my case, Belgian fries.
Over the course of three days I would begin to learn about how much beer is appreciated over in Belgium, the thought process that goes into it and how Heverlee is trying to create something different. What’s apparent to me is that it is a beer for everyone. Age plays no part.
On our first day in Belgium we attended the Meeting of Styles graffiti event in Antwerp, as Heverlee’s new glassware was designed by graffiti artist Dzia. Over lunch we talked about trying something new with graffiti. With myself recently going through a redesign, it was interesting to talk to Dzia about design fit for purpose. You can be as creative as you want, but it must fulfil a purpose. The glass design reflects the aforementioned balance of art and function.
Nice touches include etched keys to the Abbey of Premontre, the original and eventually the new home of the brewery, plus the chalice’s shape that causes the gas within the beer to say fresher for longer. I feel Heverlee is a beer which marriages old and new in both its practise and marketing.
Heverlee also understands the importance of community. The evening was spent with Joris and Jurgen of Heverlee who, over a pint of course, talked about how important it is to be stocked in places that reflect the brand. We found ourselves a little outside the city centre at a bar called Kombi. It’s located in a new part of town where locals are trying to create a new area within Brussels and Heverlee is making sure its part of that story.
Then to learn the make up of a new city it’s sometimes best to wander its streets and in mine and Mat’s case, have a friend who lives a few miles out of the city to accompany us. Instagram is a funny thing, but it brings creatives together and helps you meet very talented people like Thibault De Schepper. We were forced to walk many of the main and side streets without entering many stores – mainly because everything was closed – but Mok Coffee was on hand to make for the ideal pit stop in between our Sunday strolling.
I left Belgium enjoying its slow pace, it’s buildings and a taste for its beer, which dare I say, I now know more about. Currently, you’ll only find Heverlee in Scotland, but luckily for me a trip to Glasgow is on the cards, which means I’m in touching distance. Also, to loop right back to the start of this post, Heverlee gets a yes from me.jbicon
Could 2023 be the ultimate year of sustainability for fashion? Probably not, but there are some positive things happening if you look for them.