Brouwerij Bosteels Debuts 'Brewing Beauty' Tripel Karmeliet Ad Campaign

A new storytelling advertisement campaign from Brouwerij Bosteels focuses on the seven generations of Tripel Karmeliet, one of the brewery's most popular and revered beers.

“We wanted to create a unique message that captures the DNA of our beer and the philosophy behind our brewery,” says Antoine Bosteels in a release from Artisanal Imports, who represents the seventh generation of the Bosteels family and who was integral to developing the storyline for the campaign. 

The campaign focuses on the artistic endeavors that Brouwerij Bosteels brewers undertake each day in turning raw ingredients into the finished product of a world-class Belgian ale.

The full release from Artisanal Imports is below.

​Buggenhout, Belgium – On March 22, Brouwerij Bosteels unveiled “Brewing Beauty” a storytelling ad campaign for Tripel Karmeliet that serves as an ode to the mastery of seven generations of brewers at Brouwerij Bosteels, and the relentless pursuit of true craftsmanship wherever it is found. This campaign is the first of its kind for Tripel Karmeliet, which won the title of “World’s Best Ale” in 2008 at the World Beer Awards.

With the ever-growing popularity and availability of craft and specialty beers, it’s easy to lose sight of its origins. “Brewing Beauty” aims to remind that the story behind beer always starts with natural beginnings – the raw materials that define the craft. The campaign emphasizes how natural elements are transformed by human touch into true works of art.

“We wanted to create a unique message that captures the DNA of our beer and the philosophy behind our brewery,” says Antoine Bosteels, who represents the seventh generation of the Bosteels family and who was integral to developing the storyline for the campaign. “To me this campaign perfectly reflects the philosophy of Tripel Karmeliet. It is a testament to the eagerness of artists to craft something unique and timeless that touches the soul of people all over the world ‒ whether it is a historic beer, a painting, a beautiful photograph or a sculpted piece of wood. It is an ode to the technique, the practice and the infinite dedication of human mastery.”

 Antoine Bosteels created Tripel Karmeliet (Dutch for "Triple Carmelite") in 1996 based on an authentic beer recipe from 1679 derived from an old Carmelite convent in the East Flanders region of Dendermonde. The Belgian Tripel is brewed with barley, wheat and oats, and undergoes bottle-conditioning.

To transform the three grains that define Tripel Karmeliet’s historic character into the prize-winning ale enjoyed by beer lovers across the globe, a wonderfully complex brewing process takes place. And with each harvest or batch of grains, the brewmasters must look for the right harmony to ensure the beer’s quality remains consistent.

“Brewing is more than a craft; it is almost a calling, an art form,” says Michaël Hoppenbrouwers, Managing Director at Bosteels. “Brewing Beauty is really an ode to working hard without compromise to create something beautiful from the materials nature has provided. This is something we too experience every day in the Bosteels brewery.”

Tripel Karmeliet and the Brouwerij Bosteels portfolio of beer are sold in the U.S. exclusively by ArtisanalImports. Please contact Lanny Hoff with interest in carrying these brands in your restaurant, bar or retail store, or with interest in becoming a distribution partner.

For interview opportunities with Antoine Bosteels, or for more information about Tripel Karmeliet and its historic Belgian brewer Brouwerij Bosteels, please contact Lanny Hoff at +1 (612) 245-5433 or by email at [email protected].

About Brouwerij Bosteels: Brouwerij Bosteels is nestled in the village of Buggenhout, Belgium. Located on the same site since 1791, they specialize in unique beers that don't necessarily align with "normal" Belgian beer styles. Bosteels is one of the best-known special brewers in Belgium with world-acclaimed beers such as Kwak, Tripel Karmeliet and DeuS. Learn more about the brewery at www.bestbelgianspecialbeers.be.