Colruyt and Boon celebrate 50th anniversary of Brouwerij Boon with exclusive Oude Geuze 

Colruyt Lowest Prices and Brouwerij Boon are launching a unique Oude Geuze together. To mark the brewery’s 50th anniversary – and their longstanding friendship – Jef Colruyt and Frank Boon have joined forces to create an original blend of lambic beers. The result is a symbol of the importance of local, Belgian collaboration. This exclusive geuze will be available in a limited edition of 9,000 bottles at Colruyt Lowest Prices.

In Lembeek, the district of Halle where Brouwerij Boon is based – just a stone’s throw from the Colruyt Group headquarters – Jef Colruyt and Frank Boon are unveiling their Oude Geuze. The two have known each other since their youth. In the 1970s, they delivered geuze and other specialty beers together in the region and in Brussels. In the 1980s, Frank Boon began brewing lambic himself – not coincidentally, as ‘Lembeek’ and ‘lambic’ share an etymological origin.

Jef Colruyt: “Back in the 1980s, our beer buyer was already fond of Boon’s lambic. Since then, Boon’s beers have had a permanent place on our regional beer shelves. In fact, Colruyt was a pioneer, being the first to create a dedicated shelf for specialty and regional beers. Today, Colruyt offers a very wide selection of Belgian beers – no less than 95% of the beers on our shelves are Belgian. I can only be proud to see these local beers shine among the many Belgian products at Colruyt.

This new, unique blend of lambic beers is a nod to the 18-year-old versions of Colruyt and Boon, and reflects what the two families and their family businesses have stood for over the past 50 years: craftsmanship, a drive for creativity and the courage to take bold steps. At the same time, it highlights the value of local Belgian collaboration.

Frank Boon: “Jef and I know each other very well, both personally and professionally. For the 50th anniversary of our brewery, I wanted to create a unique geuze. Together with my sons Jos and Karel – who have now taken over the reins of the brewery – Jef and I crafted this geuze. The beer combines years of expertise with a fresh touch that represents the future of the new Boon generation.”

Jef Colruyt: “As the only Belgian retailer, we find it very important to work with local suppliers all over Belgium – and in this case, close to our own roots. Frank and I have known each other nearly our whole lives. When the idea came up to create a unique geuze for Brouwerij Boon’s 50th anniversary, I was immediately on board. We brought our taste buds together, so to speak, and I’m proud that we’ve created this unique, local product together.”

The Oude Geuze is a unique blend of lambic beers with a fresh, fruity flavour and hints of citrus.

The beer will be available from 9 May at Colruyt Lowest Prices for €8,99. To find out which stores will stock the beer, visit www.colruyt.be/bier.

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