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In the land of sake Brugse Zot is a respected beer

Prince Philip, currently on a Belgian trade mission to Japan, yesterday opened the Belgian Beer Weekend in Osaka. Xavier Vanneste, the name behind the Belgian beers ‘Brugse Zot’ and ‘Straffe Hendrik’ and the only Belgian brewer with a stall representing his brewery De Halve Maan, one of the fastest growing breweries in Belgium, was happy to welcome the prince. At the age of 26 he blew new life into his family’s business with the launch of Brugse Zot before buying back an earlier brand, Straffe Hendrik, from Duvel a few years later. Today the business records an annual turnover of 7 million euros and doubled last year its production capacity in Bruges to 50 000 hectolitres. In addition to its growth in Belgium, it has also performed very well internationally, capturing the market abroad soon after its establishment: first in the Netherlands via Heineken and then in the US and Japan, which has since become the fourth biggest market for Brugse Zot. On Thursday evening he shared the stage with other Belgians during the official ceremony in Osaka, where numerous contracts with Japanese businesses were signed. Brugse Zot has been sold on the Japanese market for five years. “The time has come for a broader, more formal collaboration with our importer,” says Vanneste. “Japan is not only a country for business but also for beer. The country is known for its pilseners, but the Japanese also enjoy special beers and are particularly well-informed.” More than anything, they like a beer with history and a story. Other Belgian exporters of consumer goods agree. “In Japan you have to play out your history, your family story and the brand,” they all agree. Vanneste is in the fortunate position of using his location in the centre of Bruges, the Belgian mecca for Japanese tourists, as a drawcard. Not to mention the visitors centre at De Halve Maan. “We are mentioned in all tourist guides and receive 100 000 visitors each year. We’re among the top five attractions in Bruges,” he adds “And that’s what works. You never forget a visit here. And this enhances the brand.” The rewards are equally satisfying at 2 million euros per annum. Most other breweries will have to pay dearly for such additional attractions. Despite the rapid growth abroad, he will never forget his local market. “This is often a problem among smaller breweries: they suddenly focus on the foreign market at the cost of their local customers. A local presence remains important for importers who want to be convinced of the beer’s authenticity and respected name when they visit Belgium.”