Would you fancy a cold, icy beer on a hot, torrid day? Even with a brand name like “Satan Gold” or “Lucifer”? The Belgians do, most definitely !
“-What the hell?” “-What’s with the occult/devilish branding in many of the Belgian beers? It’s Eeeeeevil ?” or “-Do the Belgians, have an unorthodox inclination towards satanism and beer?” you might ask yourself, after you’ve seen the overwhelming array of beer brands, splendidly arranged on the shelves of the Bottle Shop in Bruges, many of which, carrying a Faustian resonance.
Nope…not at all, my friends, quite the opposite it’s the…case.
it all comes to the history and legacy of making beer in Belgium. It all started in the 12th Century in the monasteries. So, nowadays the beer brands are capitalizing into the “religious” medieval hype from back in the very old days of beer making. The big difference today,… there’s no more “fear/scare” factor when you think of Religion, God, or when you slam “the devil” on the beer label, as a brand identity icon. All there’s left is quirky goofy, nevertheless distinct branding .