Sint-Pieters-Leeuw (Brussels Morning Newspaper) – AB InBev will stop producing Belle-Vue Gueze in Sint-Pieters-Leeuw due to low sales. Created by Constant Vanden Stock post-WWII, it ends decades of sweet gueuze amid craft beer.
As VRT News reported, AB InBev has announced it will stop producing Belle-Vue Gueze in Sint-Pieters-Leeuw, in the province of Flemish Brabant, Belgium, because sales have fallen too low. The decision ends decades of brewing the sweet, industrial version of this iconic Belgian beer.
In 2018, the company attempted to adapt to changing tastes and released a product that more closely resembled traditional gueuze in hopes that guzzlers who appreciate authenticity would emerge. The brewery states that it does not expect the closure to result in any workforce reductions at the site.
Why is AB InBev ending Belle-Vue Gueze in Sint-Pieters-Leeuw?
Beer experts say the end of Belle-Vue Gueuze is linked to both taste and competition. Patrick Van der Spiegel, a specialist in Belgian beers, explains that real gueuze lovers rarely choose the sweet version of Belle-Vue. He points out that traditional gueuze is slightly tart, and sweetness goes against its core character.
Van der Spiegel also notes that the rise of local microbreweries is changing the market. Their beers have become very popular and are pushing sweet, industrial gueuzes out. With fewer consumers for this style, there is no longer space for a product like Belle-Vue.
“It is and will remain popular, especially with women,”
says Van der Spiegel.
Beer has a long history in Belgium. It was created after World War II by Constant Vanden Stock, a brewer who later became chairman of RSC Anderlecht. When he took over his family brewery, he wanted to make gueuze beer easier to drink. Traditional gueuze is very sour and was often served with sugar cubes.
Vanden Stock developed a sweeter version, bottled with crown caps instead of corks. This made the beer more accessible to casual drinkers. The innovation worked, and Belle-Vue Gueze became popular for its milder taste.
In 1991, Interbrew, later known as AB InBev, bought the Belle-Vue brand from the Vanden Stock family. For many years, the beer remained well known in Belgium. In recent times, tastes have changed, and demand for Belle-Vue Gueze has dropped sharply.
