Timmermans Brewery in Itterbeek has opened the Lambicus Experience Center. With this, the Pajottenland gains a new tourist attraction centered on lambic, geuze, and living brewing heritage. The oldest still-active lambic brewery in the world combines a historic site dating back to 1702 with a self-guided, digital visitor experience and a renovated taproom.
Brewery as a tourist experience
On Tuesday, June 3, the Lambicus Experience Center of Brewery Timmermans was officially opened. After twelve months of renovation work, the historic brewery site in Itterbeek, near Brussels, is once again fully accessible to visitors.
Timmermans was founded in 1702 and is considered the oldest still active lambic brewery in the world. The brewery is located in Flemish Brabant and is recognized as a protected historical monument.
With the new experience center, Timmermans wants visitors to discover how lambic is produced, why spontaneous fermentation is so special, and what role the brewery plays in the history of this regional beer.
Self-guided tour with digital layer
The Lambicus Experience Center is set up as a self-guided experience. Visitors walk through the brewery at their own pace and use a mobile tool along the way. By scanning objects, they see interactive content on their smartphone.
Three avatars guide visitors through the various rooms, including the brewhouse and the barrel room. In this way, the lambic production process is linked to storytelling, technology, and heritage experience.
Afterwards, visitors can taste the beers in the brewery's renovated taproom.
Trump card for the Pajottenland
For the Pajottenland, the opening strengthens the tourist offering. Lambic and geuze are internationally renowned, but remain strongly connected to their region of origin. Moreover, the region is associated with the rolling landscape that also features in the work of Bruegel.
The historic brewery site plays an important role in this. The 19th-century grain crusher and the cooling vessel, among other things, contribute to the authentic character of the location. Brewing remains active during the winter months.
Food & beverage as an experience
For the leisure sector, the Lambicus Experience Center is a good example of how food & beverage can evolve into a full-fledged visitor experience. The focus is not only on tasting, but also on the story behind the product, the place, the craft, and the region.
The combination of heritage, technology, self-guided tours, and hospitality makes the brewery suitable for individual visitors, groups, and tourism packages. In doing so, Timmermans aligns with a broader trend in which regional products are increasingly being used as a driver for destination tourism.
Renovation with respect for historical character
The renovation of the site took place in two phases. First, the historic taproom was renovated and reopened to the public. That bar grew into a meeting place where visitors can sample Timmermans beers, innovative lambic varieties, and other beers from the Anthony Martin group.
With the opening of the Lambicus Experience Center, the final phase has now also been completed. The site is fully accessible to visitors, including wheelchair users. The renovation combines respect for the protected character of the buildings with interactive technologies and a contemporary visitor experience.
More information
Source and more information: Timmermans Brewery