Jupiler
Jupiler is the best-selling beer in Belgium.
Jupiler is a pale lager from Belgium, first brewed in 1966. It is produced by Anheuser–Busch InBev at the Piedboeuf Brewery, located in the Jupille-sur-Meuse district of Liège. Accounting for roughly 40 percent of the country’s beer sales by volume, it is the top-selling beer in Belgium.
The brewery’s roots go back to 1853, when Piedbœuf was founded in Jupille. The first beer to carry the Jupiler name appeared in 1950, called ‘Jupiler Urtyp’. In 1966, a 5% alcohol lager named ‘Jupiler 5’ was launched, and the number was later dropped from the label.
The standard Jupiler is a 5.2% abv pale lager made from malt, maize, water, hops, and yeast. Its name comes from Jupille, the town where it originated. A lower-alcohol version, Jupiler Blue, arrived in 2006 at 3.3% abv. In June 2016, Jupiler Blue Lemon and Lime, also 3.3% abv, was introduced. The non-alcoholic Jupiler 0.0% replaced Jupiler N.A. at the end of 2016. Jupiler Pure Blonde, a 3.3% abv pale lager, launched in 2018 and was marketed to active consumers.
Several varieties are no longer produced. Jupiler N.A., a 0.5% abv pale lager launched in 2004, was discontinued in 2017. Jupiler Force, a brewed soft drink, was sold from 2011 to 2014. Jupiler Tauro, an 8.3% abv strong pale lager, came out in 2008 and was discontinued in 2012. Its successor, Jupiler New Tauro, a 6.4% abv strong pale lager, launched in 2012 but stopped production within months.
Jupiler is the main sponsor of the Belgian Pro League, the top football division in Belgium, as well as the Netherlands’ second division, the Eerste Divisie. It also backs the Belgium national football team, with special beer cans featuring player photographs. The brand’s slogan is “Men know why” (in Dutch: “Mannen weten waarom”; in French: “Les Hommes savent pourquoi”). On 20 February 2018, AB InBev announced that the Jupiler name would be replaced on packaging for five months by “Belgium” to support the national team during the 2018 FIFA World Cup.
Quick Facts
- Abv
- 5.2 percent
- Style
- Pilsner
- Manufacturer
- Piedboeuf Brewery
- Origin
- Belgium
- Region
- Jupille-sur-Meuse, Belgium
- Ingredients
- Malt, maize, water, hops and yeast
Facts from the source article.
Lore & Background
The origins of Jupiler lie in 1853, when the Piedbœuf brewery was established in Jupille, Belgium. The first Jupiler was launched in 1950 under the name 'Jupiler Urtyp'. In 1966, 'Jupiler 5' was launched as a refreshing lager with 5% alcohol; the '5' later disappeared from the name. The standard Jupiler is a 5.2% abv pale lager made from malt, maize, water, hops and yeast, and its name comes from its place of origin, Jupille.
Over the years, the brand has introduced several varieties. Jupiler Blue (3.3% abv) launched in 2006, followed by Jupiler Blue Lemon and Lime (3.3% abv) in June 2016, and Jupiler 0.0% (a non-alcoholic beer) at the end of 2016. Jupiler Pure Blonde (3.3% abv) launched in 2018, aimed at people with an active lifestyle. Former varieties include Jupiler N.A. (0.5% abv, launched 2004, discontinued 2017), Jupiler Force (a brewed soft drink, 2011–2014), Jupiler Tauro (8.3% abv strong pale lager, 2008–2012), and Jupiler New Tauro (6.4% abv, launched and discontinued in 2012).
Jupiler is the main sponsor of the Belgian Pro League, the highest Belgian football division, as well as the second division in the Netherlands, the Eerste Divisie. It also sponsors the Belgium national football team and has sold special beer cans featuring photographs of the players. Its slogan is 'Men know why' (Dutch: 'Mannen weten waarom'; French: 'Les Hommes savent pourquoi'). On 20 February 2018, AB InBev announced that the brand name would be replaced for five months by 'Belgium' in support of the Belgian team during the 2018 FIFA World Cup.
Reader's Guide
Jupiler holds a dominant position in the Belgian beer market, commanding around 40 percent of volume sales, making it the highest selling beer in the country. Its significance is rooted in its long history, beginning with the Piedbœuf brewery in 1853 and the first Jupiler launch in 1950. The 1966 introduction of Jupiler 5 established the modern lager that remains the core product. The brand's wide distribution and consistent recipe have made it a staple in Belgian households and bars.
Its legacy extends beyond sales figures into cultural and sporting life. As the main sponsor of the Belgian Pro League and the second division in the Netherlands, as well as the Belgium national football team, Jupiler is closely associated with football fandom. The 2018 temporary rebranding to 'Belgium' during the World Cup further cemented its role as a national symbol. The brand's marketing slogan, 'Men know why', has become a recognizable phrase in Dutch and French. Despite the discontinuation of several experimental varieties, the core Jupiler lager and its lower-alcohol and non-alcoholic extensions continue to define the brand's identity as a widely consumed, everyday beer.
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