"Until about 10 years ago, Belgian beer labels were very classical," explains De Raedemaeker. "But now, nice labels are becoming more and more important. They're often a copycat of American styles."
Against a sea of labels in bottle shops throughout Belgium, younger breweries stand out with their brightly colored labels showcasing stunning graphics, along with quirky names like "Lantern" and "Red My Lips." Morvan admits the branding approach at Brussels Beer Project was very deliberate and describes the labels as bold yet friendly. "Typography plays a role subconsciously," he says, "and we pay as much attention to our visual identity as to the beer inside."
Despite all this experimentation and embracing of American methods, Brussels Beer Project is still sticking with Belgian yeast strains like Brett. "There is a lot of work, savoir faire, technology, and science behind it," Morvan admits. "We still think it adds to the taste so we keep it." There's no denying that Belgian brewers have perfected yeast strains over the centuries. "We kept our knowledge, and then we made it even better," De Raedemaeker says. "And that's what makes Belgian beer so special."