RJ Brewers celebrates 25th anniversary of Belle Gueule beer, inaugurates brand-new brewhouse

Major investment confirms commitment of Quebec's largest microbrewery.

MONTREAL, Sept. 26, 2013 /CNW Telbec/ - Belle Gueule Originale turns 25 this year! The story behind this beer is one of passionate people with a dream: to offer beer lovers an uncompromisingly high-quality product, comparable to the best in the world. Belle Gueule, brewed by dedicated people right here in Montreal's Plateau district, represents the best in Quebec-produced beer. This much-recognized multiple-award winner - the recipient of gold medals at major international competitions - is a beer that Quebecers can be proud of. Belle Gueule is brewed in the grand tradition of European lagers, with several varieties: Originale, Rousse, Pilsner, Blonde d'été, Belle Gueule d'hiver, Brassin des Fêtes and Hefeweizen (of the Master series).

A state-of-the-art brewhouse
To mark this grand occasion, RJ Brewers will inaugurate a brand-new state-of-the-art brewing facility: the Van Gheluwe, named in honour of the great Belgian brewmaster who developed the recipe for Belle Gueule in 1988. This brewhouse reflects the quest for perfection by artisans who, over the course of the beer's 25-year history, have made this brand synonymous with excellence. Master brewer Jérôme Denys believes that "creating beers that taste exceptional calls, of course, for prime quality malt and hops, as well as the purest water… but it also takes a lot of know-how and, above all, top-notch brewing technologies, to ensure its quality is the best to be had, as well as impeccable consistency".

A $5-million investment
The new brewhouse was designed and set up by German-based Krones Steinecker, supplier to the world's largest breweries, with a total investment of almost $5 million. RJ Brewers sees this major investment primarily as a reflection of their unwavering commitment to exacting consumers who increasingly seek out original, distinctive beers. "This major investment is our way of reaffirming our status as a leader in this business, our commitment and our willingness to innovate in a highly competitive market. The facility - the only one of its kind in Quebec - ranks us among the most cutting-edge microbreweries in America," declared Philippe Jaar, Vice President and CEO of RJ Brewers.

About RJ Brewers
With a highly varied product offering and impressive distribution resources, RJ Brewers is one of Quebec's largest microbreweries. The company brews and distributes Belle Gueule, Cheval Blanc and Tremblay - all of them multiple award winners - as well as a number of specialty beers such as Coup de Grisou and Blonde d'Achouffe. It also represents and distributes major imported brands such as Bitburger, Carlsberg and Grolsch. Additionally, RJ Brewers owns McAuslan Brewery, which produces the St-Ambroise and Griffon beers.

Image with caption: "RJ Brewers celebrates 25th anniversary of Belle Gueule beer, inaugurates brand-new brewhouse (CNW Group/RJ Brewers)". Image available at: http://photos.newswire.ca/images/download/20130926_C4799_PHOTO_EN_31298.jpg

SOURCE: RJ Brewers

Information: www.brasseursrj.com and www.bellegueule.ca
Press relations: Lélia Robert, [email protected]
514 865-4501