Exports are the driving force behind the growth of the Belgian food industry. The Belgian brewer Cornelissen has been developing its export strategy for 5 years. After Asia, exports to the United States now follow, with their ‘Limburgse Witte’ in the lead: "Worldwide, our white beers are exported the most", says export manager Mike Wildemeersch. Can the beers of also appeal to the Americans?
Containers with 40,000 litres of beer ready for the crossing
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 ripe 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 coronacrisis, many restaurants and bars are closed and sales of alcohol are limited. But the US, for example, is not familiar with a lockdown as we know in 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 and on-trade: from Pax Pils to white and fruit beers. Especially the demand for fruit beers is increasing. But the showpiece of the brewery is the Limburgse Witte, which sticks out with head and shoulder.