Iconic Brussels music venue Ancienne Belgique will open a brand new corner café in the pedestrian zone in the city centre of the Belgian collaboration in collaboration with the Haacht brewery.
The new AB Café will serve as the heart of the music house, enhancing the overall music experience for its visitors, the venue stated.
By partnering with Haacht brewery, located less than 24 kilometres from the concert hall, AB says it aims for a local and sustainable approach to alcohol sales.
“With Super 8, AB offers a complete new beer experience catering to all tastes, from the refreshing Super 8 pils and Super 8 Blanche to the alcohol-free Super 8 Flandrien 0.0,” stated Ancienne Belgique.
The café will also feature Ommegang Tripel and Mystic Krieken on its menu. “The partnership with Haacht Brewery aligns perfectly with our vision,” said Tom Bonte, general director of AB.
“We’re bringing not only quality beer but also the passion and craftsmanship of a 125-year-old local brewery to our venues. We also aim to create an accessible meeting place with a corner café in the pedestrian zone, contributing to a vibrant city centre and elevating the concert experience,” Bonte added.
Boudewijn van der Kelen, CEO of Haacht brewery, a major player in the Belgian beer business, expressed his enthusiasm for the collaboration. The brewery
“With a 100% Belgian approach, we aim to elevate the fan experience in partnership with AB. This feels like the beginning of a long and sustainable success story,” said van der Kelen.
The Haacht brewery turned a loss in 2023, partly due to declining beer sales in bars and restaurants, which resulted in there being no dividend for shareholders, according to its parent company Co.Br.Ha.
The brewer, maker of beers such as Primus, Tongerlo, Super 8 and Charles Quint, suffered a net loss of €4.4 million in 2023.
