Hoegaarden's Slogans & Taglines

Hoegaarden Brewery is a Belgian witbier producer that single-handedly resurrected a medieval brewing tradition from the brink of extinction. The village of Hoegaarden had been a witbier hub since the Middle Ages, with records of monastic brewing dating to 1445, but by 1957 the last local brewery, Tomsin, had closed its doors. In 1966, local milkman Pierre Celis—who had grown up next to the brewery and sometimes helped with brewing—decided to revive the style. He started his new brewery, De Kluis, in his hay loft, using traditional ingredients of water, yeast, unmalted wheat, hops, coriander, and dried Curaçao orange peel. The beer is deliberately unfiltered, giving it the signature hazy, milky appearance that defines a true witbier, while its restrained hop profile lets the citrus and spice shine. After a fire in 1985, Celis sold to Interbrew (now AB InBev), and the brand became a global phenomenon. Today, Hoegaarden remains the benchmark for Belgian white beer, a symbol of brewing resilience and the belief that tradition, when honoured with patience, can conquer time.