Joseph Meens:
Welcome, honoured guest, to the Alfa Brewery. My name is Joseph Meens, and I’m from the first generation of brewers in Alfa Bier’s history. Along with the 3 other generations here with me: my son Henri, his son Leo and his son Harry, I’d like to take you on a journey through Alfa Bier’s history.
Henri Meens:
Our family has traditionally brewed our beers here since the late 1800s. During the first and second generation, we were still called Meens Bier.
Leo Meens:
And during the third generation, in my time, we became Alfa Bier. And each generation has its own unique characteristics.
Harry Meens:
Until today. Now, Alfa Bier has grown to become a very special beer, anchored in Dutch history.
Joseph Meens:
The story of Alfa is a unique tale, that started with me in 1870. Originally, our brewery as a gentleman’s farm with a natural spring.
Henri Meens:
And remember: our cows were the reason we found out about that!
Joseph Meens:
That’s right. Our cows would always drink from one specific area, which is how we found out there was a natural spring. And because we wanted to offer our farmhands work year-round, we decided to start a brewery.
Harry Meens:
And looking back after all these years, that turned out to be a pretty good decision…
Leo Meens:
Let him speak Harry, you’ll get your chance later!
Joseph Meens:
I learned from a brewer in Cologne and started experimenting with different brews, with my own home-grown barley malt and water from our spring. Not long after that, we had brewed our first beer!
Leo Meens:
And it was delicious! And even better: it was sustainable – right Joseph? In my time during the third generation, we expanded on that.
Joseph Meens:
We sure did. We were way ahead of our time, using the raw materials from our brewing process as cattle feed and blocks of ice to chill the beer. Then, disaster hit between 1914 and 1918. Many of the 800 Dutch breweries had to close. Luckily, we did not. We survived the crisis. And got ready for a new generation of brewing.
Henri Meens:
Then came my time. And what a time it was. Around 1925, the mining industry in Limburg was a great source of welfare in our province.
Leo Meens:
Quite so, people did love a good beer! We always did a lot of good business back then!
Harry Meens:
And still do, because our Edel pilsener is still a big hit!
Henri Meens:
It definitely is. We did well back then, and there were many breweries too. But many breweries also means a lot of competition. Major brewers bribed people to badmouth Meens Bier. That way, they hoped to be able to buy up our brewery for a lower price.
Leo Meens:
They tried, but they weren’t prepared for our Henri!
Joseph Meens & Harry Meens:
They sure weren’t!
Henri Meens:
That’s right. I wasn’t easily manipulated and preferred to be a smaller boss than a larger servant, so our brewery stayed the way it was. And successfully at that. In my time, we also took further steps towards sustainability. We planted a large forest, so we could manufacture our beer kegs locally.
Harry Meens:
Sustainability has actually played a key role at Alfa since the beginning, though it wasn’t as popular back then as it is now.
Leo Meens:
That’s true. But not just sustainability: we also kept working on innovation. Especially when I started and had to work hard with Coen to make progress.
Joseph Meens:
And that was good for you and Coen. That glass of beer I started with had to get bigger at some point!
Henri Meens:
During my last years as a second-generation brewer, the brewery was rebuilt again in 1949. We built an ice cream factory and from there, we supplied surrounding cafés with ice cream as well as beer. Ice cream and beer. It proved to be a winning combination.
Joseph Meens & Harry Meens:
Exactly.
Leo Meens:
When Coen and I started in 1950, we had the latest technology and were able to double our production.
Harry Meens:
And in 1953, we went from being Meens Bier to Alfa Bier: it was a blast.
Leo Meens:
I’ll say. We celebrated for two weeks, with free beer for everyone! It was all over the Province of Limburg. But on a more serious note: as Harry said, sustainability remained important to us.
Joseph Meens:
Well, beer and sustainability… I knew back then…
Henri Meens:
Yes, Joseph, you were ahead of your time – we know.
Harry Meens:
Carry on, Dad.
Leo Meens:
In 1968, we planted reed and rush fields behind the brewery and started building a water purification plant with our own money. It was a new step.
Joseph Meens:
And in 1970, the beer I started out with hit a new milestone: we celebrated 100 years of the company!
Leo Meens:
And yet, we didn’t celebrate it then. We waited until 9 years later. After another major renovation, our brewery was ready for the fourth generation and the future.
Harry Meens:
Then, in my time, from 1980 onwards – Alfa Bier really started to expand. We exported to the US, and later to the UK, Russia and even China.
Henri Meens:
And don’t forget all the awards that our beer won – there are quite a few!
Harry Meens:
Absolutely! And in the ’90s, we were even named Purveyor to Her Majesty the Queen. That was an iconic moment.
Henri Meens:
Yes, sir.
Joseph Meens:
Royal beer… Who could have ever dared to dream that?
Henri Meens:
We also have my daughter Louise to thank for our success.
Joseph Meens:
Indeed we do… also known as Aunt Wies…
Louise Meens:
Are you talking about me?
Harry Meens:
Yes, Louise Meens, also known as Aunt Wies, was a real icon in our family.
Louise Meens:
You are talking about me!
Harry Meens:
As our master taster, she taste-tested the first beer every morning, for 75 years. If it didn’t have that authentic Alfa flavour, it didn’t leave the brewery.
Henri Meens:
Absolutely.
Joseph Meens:
And rightly so! Only the best is good enough.
Harry Meens:
That’s true. Because we still brew beer in the spirit of Aunt Wies today.
Louise Meens:
Darn right!
Harry Meens:
Traditional, with a focus on quality. And we’re proud of that.
Others:
We sure are (mumbling, agreeing).
Harry Meens:
We want to pass on our beer to the fifth generation. We’ve managed to do so for all those years, and that’s why sustainability plays such a major role here. For the future. For our children and grandchildren. And for our beer, which we love so much.
Others:
Well said Harry, very true (mumbling, agreeing).
Harry Meens:
So, marvel at the beautiful world of Alfa Beer and taste how we’ve been making the difference all these years. By staying true to ourselves, our recipe, our principles and our beer. Also on behalf of Joseph, Henri and Leo Meens: please enjoy the tour!
Others:
Yes!
All:
Cheers!