Doubt is always lurking around the corner. We get that at Duivelsbier. Our beer embodies absolute exuberance, perfectly pairing with those moments when you do choose to take the plunge. Upstream, perhaps even against one’s better judgment? Who’s to say? But on occasion, you are granted a free pass. Some might think that’s kind of diabolical, yet above all, it’s what makes us human.
What’s in a name? Our mascot Mon may be demonic, but he’s not mean. Monumentally mischievous, yes, and as cool as the Mont Blanc. Always a monocle in his pocket, he’s got a monopoly on good taste. Equal parts monarch and monster, he monitors your wildest thoughts: “Arm wrestling with a monk? Or roulette in Monaco?” Carpe Demon.
Yes, it’s clear that Duivelsbier didn’t get its name by coincidence. Or by mistake. In 1833, a thirsty pilgrim arrived in Halle and – without any inhibition – he gobbled the alluring ale. Thunderstruck by its formidable potency, he cried out: “Surely, this beer has sprung from the clutches of the devil himself!” To this day, we are still serenaded by the echoes of that man’s testimony. And we still serve a robust brew to stoke towering tales in good company.
The elusive spirit of Duivelsbier has long haunted the streets of Halle. Now and then and here and there, the local brown ale was enriched with candy sugar. So, was it fortunate coincidence or rather divine intervention when a dumbfounded pilgrim shouted “C'est la bière du diable!” and thus paved the way for Duivelsbier? The news spread from word of mouth and with the expert help of brewery Pêtre and British beer connoisseur George Johnson, the flavour was refined and the quality improved. This upgrade made the audience even less able to resist the tantalising temptation.
From “happy accident” to “Grand Prix”? Only a truly diabolic beer can pull off such a remarkable endeavour. Nearly 20 years after the official launch, brewery Pêtre and Duivelsbier were treated to a round of applause as they took first prize at a convention in the French capital. Yet, it wasn’t just this recognition that bolstered sales. In 1916, a tourist guide was published that praised the local beer culture in Halle and in particular hailed the fierce flavours of Duivelsbier. The word was out…
In Halle, there is something special in the water. Literally, as groundwater is a vital ingredient in Duivelsbier. However, the love for carnival isn’t sourced from the tap but passed down through generations. Between the world wars, the demand for local beers grew significantly and when the carnival procession advertised with “Diable / Duivel”, sales went through the roof. By the way, as of 1958 a 'giant' has joined the parade, serving Duivelsbier to cheering bystanders via a handy mobile tap.
For years, Duivelsbier was embraced by fans from all walks of life. However, times change – as they do – and Pêtre decided to stop production. From now on, the Vander Linden brewery would be the only one still making Duivelsbier. The “Grand Prix” of yesteryear was served as a thirst quencher during the carnival festivities and without new investments, the local star faded further into the background. No matter how strong its reputation, Duivelsbier couldn’t mask that decline. Vander Linden also closed its doors in 2001.
And then, the house of Boon opened its doors. In the 1990s, this brewing family from Halle often assisted in the production of Duivelsbier, so the know-how was already available. It was also a matter of dedication to make the local carnival’s belle of the ball shine again. To put Duivelsbier back on the market as a companion for people’s inner scoundrel. But in addition to a precious heritage, the passionate brewers also saw great commercial potential. Yes, at Boon, they could feel it in their bones that Duivelsbier would become successful again.
After 140 years of smouldering, the crackling fire of Duivelsbier burns brighter than ever. Investments in production, a fresh head on a new label, expanding distribution… In short, a brand as historical as contemporary. The Boon brewery has been working hard to broaden its audience, both within and beyond the nation's borders. Because Duivelsbier feels at home everywhere: on the rack, in the fridge, on the shelf, in the spotlight, on the counter and in your bladder. Carpe Demon!
Duivelsbier Wild revives an age-old tradition. Our predecessors brewed with the wild yeasts from the wooden lambic barrels of Halle, and today, the brewery reinterprets this heritage with a contemporary twist. By selecting Brettanomyces yeast from our oldest barrels, we bring the rich history of Duivelsbier back to life. This bottle fermentation offers a complex flavor that evolves slowly over time. Duivelsbier Wild bridges past and present: a tribute to history with the taste of today. Cheers to tradition, captured in every sip.
Head to Halle (well, Lembeek to be precise) and immerse yourself into the brewing process as well as Duivelsbier’s ardent history. Our guides are eagerly anticipating your eloquent questions. Book early, and we will surely reserve a spot at the bar for a tasting – wink. Additionally, at the checkout in our shop, you’ll receive an even warmer welcome.
