Jean-Théodore and his family started out making low fermented beers, reinvesting the profits into their brewing set-up in the heart of Jupille and refining their methods as they moved closer to the beer we enjoy today.
Fast-forward a century and Belgians are all about German beer. Looking to tap into their neighbours’ reputation for quality, the Piedbœufs borrowed from Germanic naming conventions which often played on the town or city where the beer was brewed.
In 1959 the Piedboeuf brewery launched Jupiler Urtyp, a name derived from Jupille-sur-Meuse. This new blonde beer was intended to compete with the popular German beers of the time…and compete it did!
Following on from the success of Urtyp, the brewery expanded to create Jupiler 5, so called because of its ABV percentage and number of ingredients, which launched in September 1966.
Its signature crisp taste and mellow flavours made Jupiler 5 an instant hit with Belgians. In the early 1970s, with people simply calling the beer ‘5’ and holding up as many fingers to order it in bars, the name was shortened to Jupiler.
The man who oversaw this success was Albert Van Damme, husband of Eugénie Piedbœuf and successor to Jean-Théodore, who arranged a secret merger between Jupiler-Piedbœuf and the Stella Artois brewery of Leuven in 1971.
At the time, Jupiler was challenging Stella Artois’ Belgian dominance, but when the merger that created Interbrew finally came to fruition sixteen years later, the roles had been reversed.
With the two joining forces, Jupiler expanded into The Netherlands where it became the fastest growing lager for ten years in a row. Among Van Damme’s many other contributions to Jupiler as we know it today is the iconic dancing bull in our logo, representing controlled power, dynamism and passion.
Since 1920, we've been investing in our technical systems and the skills of our brewery engineers to perfect our craft. These are the steps that transform three grains into the Belgium’s number 1 beer.