De Halve Maan Brewery signs new ambitious export agreement for Japan

De Halve Maan Brewery takes part in Economic Mission, that is combined with the Royal State Mission to Japan in October 2016. HRM King Filip of Belgium will lead this mission, that is organized to celebrate 150 years of diplomatic relationship between Japan and Belgium. De Halve Maan Brewery is known in Japan for its famous “Brugse Zot” specialty beer, that has an increasing popularity in Japan. Since 2014, there is even a “Brugse Zot Café” concept bar in Tokyo, that gives the brand a good exposure.

During this Mission, De Halve Maan Brewery will sign a new and exclusive importation agreement with the well-known Japanese importer “World Liquor Importers” of Mr. Imazato. Both companies have been working together for several years now, introducing Brugse Zot and Straffe Hendrik as Belgian Specialty beers in Japan. The new partnership covers a new cooperation for 3 years, with ambitious growth figures and brand development in Tokyo and other cities. Next to the existing concept bar of Brugse Zot, the brand will be introduced in other outlets and retail stores and bars all over the country.

Belgian beer is becoming more and more popular in Japan. Every year several cities organize “Belgian Beer Weekends”, that promote not only the Belgian Beers, but also the gastronomy, music and Belgian culture in general. The beers of De Halve Maan participate already many years to these events, thanks to the cooperation with the importers.

Brugse Zot has won several prestigious quality awards in the major beer competitions in the world, including in Japan. The demand for the beer is increasing internationally, and is now successfully being exported into more than 30 different countries.

Since 1856, De Halve Maan Brewery has been owned by the family Maes-Vanneste. Currently, the 6th generation (Xavier VAnneste) is managing the brewery. In 2005, the brewery was restarted with the launch of “Brugse Zot”, that became the most famous brand of the brewery. Since then, the brewery has probably been one of the fastest growing Belgian breweries, with an annual double digit growth. The brewery, located in the historical heart of the Brugean city center, receives every year more than 100 000 visitors from all over the world. The visitors are introduced into the famous world of Belgian Beer, and the rich history of the brewery.

Recently, the brewery was also in the press with its innovative and world’s first beer pipeline project. The pipeline is a visionary project that enables the brewery to continue the growth on its original premises, and improve the livability of the brewery for the environment. This project was also crowdfunded, and turned out to be the biggest crowdfunding campaign ever realized in Belgium.