Brewery Rodenbach in Roeselare (Belgium) is launching a completely new visitor trail. This fits in with a trend where product presentations take the form of a recreational experience. During the interactive trail, visitors are immersed in the wonderful world of Flemish Red-Brown beer. The icing on the cake is 'Blend your own Rodenbach', where visitors can compose their own 'blend' of Rodenbach.
Rodenbach is known for its cellars with 294 oak casks. Here a maturation process of months and years takes place, a brewing process with which the brewery distinguishes itself from other breweries. These casks and the maturation process are unique in the world and are therefore the guiding principle throughout the interactive experience.
The brewery opened the restaurant and tasting room Het Foederhuis in the spring. With this, they immediately took the beer experience to a higher level: tasting the rich range of Rodenbach beers and regional specialties between the oak foeders is central. The chef presents home-made seasonal dishes and classics such as shrimp croquettes and stew cooked in Rodenbach Grand Cru. In the Foederhuis there is also a shop with a varied range of beers, limited edition bottles and Rodenbach merchandise. You can even take home a personalized bottle with your own photo.
Trail with visual and auditory effects.
In addition to the Foederhuis, there is now also a completely renewed visitor's trail. The first stop is the brewing hall, which is now also part of the visit. Via the listed malt kiln, it goes towards the former distillery, which is filled with 'Rodenbach facts and figures' in an interactive way. The visit, with a light and sound show when entering the first foeder hall, goes into crescendo. Visual and auditory effects follow each other. For example, in foeder hall 10, you will find out exactly what happens in a foeder during the maturation of Rodenbach. A new feature on the tour is the tasting of pure foeder beer, the basis of all Rodenbach beers.
That the Rodenbach brewers are also 'master blenders' is beyond dispute. Blending beers from different foeders with young beer results in the different variants such as the fruity Rodenbach Classic, the more complex Rodenbach Grand Cru, the limited editions Rodenbach Vintage and Rodenbach Evolved, as well as the fruit beers Fruitage by Rodenbach and Rodenbach Alexander.
The icing on the cake is that visitors can now also create their own Rodenbach variant, a unique experience that brings the essence of the brewing process very close to the beer lover.
From Wednesday to Sunday, you can join a guided tour as an individual visitor at 14:00 PM. You will visit the Rodenbach experience trail and 'Blend Your Own Rodenbach' and will have the opportunity to taste one or more beers. The Foederhuis is open from Wednesday to Sunday from 11:00 AM to 19:00 PM.
More information: Rodenbach.be
We would like to draw the attention of those interested in this topic (Brand Experience Centers) to the Brand Experience Center conference, on January 28 and 29 in Brussels.