Exports are the driving force behind the growth of the Belgian food industry. Belgian brewer Cornelissen has been developing its export strategy for 5 years. After Asia, exports to the United States now follow, with its ‘Limburgse Witte’ beer in the lead: "Worldwide, our most exported beers are white beers," says export manager Mike Wildemeersch. Can these beers also appeal to the Americans?
Containers with 40,000 litres of beer ready to cross the ocean
The Cornelissen family brewery has been brewing beer for more than 160 years. For the past 5 years, the brewery has been focussing on export. After Asia, the brewery is ready to explore a completely new market: the United States. After an administrative hassle that lasted for two years, the first containers with a capacity of 40,000 litres of beer are making the crossing.
Pax Pils, Limburgse Witte and fruit beers on American shelves
As a result of the Coronavirus pandemic, many restaurants and bars are closed and alcohol sales are limited. But the US, for example, does not experience the same lockdown as Belgium. In a first phase, the brewery aims to export 150,000 to 200,000 litres of beer. The full range of beers can be found on the shelves, in bars and in restaurants: from Pax Pils to white and fruit beers. The demand for fruit beers is especially increasing. But the showpiece of the brewery is the Limburgse Witte, which stands head and shoulders above the rest.