Jupiler's Slogans & Taglines

Jupiler traces its origins to 1853, when the Piedboeuf family founded a brewery in Jupille-sur-Meuse, Belgium, initially producing low-fermented beers. In 1959, the brewery launched Jupiler Urtyp, named after its hometown, and in 1966 introduced Jupiler 5—a 5% ABV lager brewed with five ingredients, later simplified to Jupiler. In 1988, the brewery merged with Artois to form Interbrew, and today the brand is part of AB InBev, the world's largest brewer.

The brand's core products are Belgian pilsner lagers, including the flagship Jupiler Pils (5.2% ABV), Jupiler Blue (3.3%), Jupiler 0.0% alcohol-free, and flavoured variants. Brewed with barley malt, maize, water, hops, and yeast, the beer is known for its crisp, bittersweet taste and refreshing finish.

From its iconic dancing bull logo symbolising controlled power and dynamism, Jupiler built its identity on the slogan "Mannen weten waarom" ("Men know why") for over 30 years. In 2019, the brand evolved toward a more inclusive positioning with "Leave no man behind." As sponsor of the Jupiler Pro League and the Belgian Red Devils for decades, it has become synonymous with Belgian national pride and sporting passion.