{
    "title": "AB InBev relance la Piedboeuf Extra Pils\u00a0",
    "modified_at": "2024-03-06 10:02:01",
    "published_at": "2024-03-11 10:28:00",
    "url": "https://ab-inbev.be/fr_BE/news/ab-inbev-relance-la-piedboeuf-extra-pils",
    "short_url": "http://prez.ly/90Hc",
    "culture": "fr_BE",
    "language": "FR",
    "subtitle": "AB InBev redynamise la c\u00e9l\u00e8bre Piedboeuf Extra Pils, une bi\u00e8re impr\u00e9gn\u00e9e d\u2019une riche histoire remontant au 19e si\u00e8cle. En 1887, la famille Piedboeuf fait ses premiers pas dans l\u2019art du brassage. La renaissance de la bi\u00e8re souligne l\u2019engagement d\u2019AB InBev de r\u00e9pondre \u00e0 la demande actuelle des consommateurs tout en ch\u00e9rissant le savoir-faire ancestral.\u00a0",
    "slug": "ab-inbev-relance-la-piedboeuf-extra-pils",
    "body": "<p><strong>Une plong&eacute;e dans l&rsquo;histoire de la brasserie Piedboeuf [1887-1918]&nbsp;</strong></p><p>Au 19e si&egrave;cle, la famille Piedboeuf prosp&egrave;re en tant que famille d&#039;entrepreneurs dans l&rsquo;industrie m&eacute;tallurgique, avec comme base anim&eacute;e, Jupille, abritant la construction de chaudi&egrave;res &agrave; vapeur et de machines. Cependant, un changement de cap remarquable se produit lorsque Th&eacute;odore Piedboeuf entre dans le secteur brassicole apr&egrave;s son mariage avec sa compatriote Marie Lhoest. Il se lance avec enthousiasme dans cette nouvelle aventure et dirige la brasserie jusqu&rsquo;&agrave; sa mort en 1915.&nbsp;</p><div\n    id='gallery-228b57c7-c783-41cd-8ad4-912569f19ab7'\n    class='release-content-gallery release-content-gallery--layout-contained'\n    data-component='chromatic-gallery,image-zoom-popup'\n    data-chromatic-gallery-padding='S'\n    data-chromatic-gallery-thumbnail-size='S'\n    data-chromatic-gallery-captions='data:application/json,true'\n    data-chromatic-gallery-photos='data:application/json;base64,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'\n    data-chromatic-gallery-force-full-width='data:application/json,true'\n    data-chromatic-gallery-expand-icon='data:text/plain;base64,PHN2ZyBjbGFzcz0iaWNvbiBpY29uLWV4cGFuZCI+CiAgICAgICAgICAgICAgICA8dXNlIHhsaW5rOmhyZWY9IiNpY29uLWV4cGFuZCI+PC91c2U+CiAgICAgICAgICAgIDwvc3ZnPg=='\n    data-image-zoom-popup-selector='.chromatic-gallery__photo'\n    data-image-zoom-popup-i18n='data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0='\n    data-image-zoom-popup-tracking-view-event='Story Image View'\n    data-image-zoom-popup-tracking-download-event='Story Image Download'\n    data-image-zoom-popup-placement='content'\n></div><p><strong>Une bi&egrave;re au c&oelig;ur de grain et &agrave; l&#039;&acirc;me de houblon [1918-1940]</strong>&nbsp;</p><p>Apr&egrave;s la Premi&egrave;re Guerre mondiale, Henri Piedboeuf suit les traces de son p&egrave;re Th&eacute;odore et reprend les r&ecirc;nes de la brasserie. Pour relever ce d&eacute;fi, il mise sur la qualit&eacute;, le caract&egrave;re et le savoir-faire. Il est fier d&rsquo;investir consid&eacute;rablement dans sa marque et d&rsquo;introduire &lsquo;Le Bon Brasseur&rsquo; comme symbole publicitaire pour tous les produits de qualit&eacute; de sa brasserie. A partir de ce moment-l&agrave;, tout le monde comprend : qualit&eacute;, convivialit&eacute; et fiabilit&eacute; &agrave; la maison et au caf&eacute;, c&rsquo;est ce que Piedboeuf repr&eacute;sente.&nbsp;</p><p>Durant cette p&eacute;riode, Henri Piedboeuf peut heureusement compter sur le soutien de son beau-fr&egrave;re, Albert Van Damme. Ensemble, ils forment un duo puissant et compl&eacute;mentaire. En tant que v&eacute;ritables g&eacute;nies techniques et commerciaux, ils dirigent l&rsquo;essor de la brasserie Piedboeuf. Anim&eacute;s par un engagement fort en faveur de la qualit&eacute; sup&eacute;rieure et une ambition sans limites, ils conqui&egrave;rent m&ecirc;me le titre de la plus grande brasserie de Wallonie dans les ann&eacute;es 1930. Cette progression est symbolis&eacute;e par l&rsquo;imposante tour Piedboeuf, le plus haut gratte-ciel industriel d&rsquo;Europe &agrave; l&rsquo;&eacute;poque. Dans cette mer de lumi&egrave;re et d&rsquo;air frais, la fermentation de la c&eacute;l&egrave;bre bi&egrave;re se produit et des experts qualifi&eacute;s surveillent attentivement la qualit&eacute; et le go&ucirc;t de la bi&egrave;re.&nbsp;</p><div\n    id='gallery-feb81ca2-7557-4edd-8a71-ad41324134b9'\n    class='release-content-gallery release-content-gallery--layout-contained'\n    data-component='chromatic-gallery,image-zoom-popup'\n    data-chromatic-gallery-padding='S'\n    data-chromatic-gallery-thumbnail-size='XS'\n    data-chromatic-gallery-captions='data:application/json,true'\n    data-chromatic-gallery-photos='data:application/json;base64,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'\n    data-chromatic-gallery-force-full-width='data:application/json,true'\n    data-chromatic-gallery-expand-icon='data:text/plain;base64,PHN2ZyBjbGFzcz0iaWNvbiBpY29uLWV4cGFuZCI+CiAgICAgICAgICAgICAgICA8dXNlIHhsaW5rOmhyZWY9IiNpY29uLWV4cGFuZCI+PC91c2U+CiAgICAgICAgICAgIDwvc3ZnPg=='\n    data-image-zoom-popup-selector='.chromatic-gallery__photo'\n    data-image-zoom-popup-i18n='data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0='\n    data-image-zoom-popup-tracking-view-event='Story Image View'\n    data-image-zoom-popup-tracking-download-event='Story Image Download'\n    data-image-zoom-popup-placement='content'\n></div><p><strong>Plus savoureuse apr&egrave;s des temps difficiles [1945-1960]</strong>&nbsp;</p><p>La Seconde Guerre mondiale pr&eacute;sente de nombreux d&eacute;fis. Malgr&eacute; les difficult&eacute;s, la brasserie Piedboeuf continue &agrave; innover. En d&eacute;cembre 1946, Albert Van Damme lance la Piedboeuf Extra Pils, r&eacute;introduisant ainsi la saveur de pils tant appr&eacute;ci&eacute;e que tout le monde attendait avec impatience. Extra Pils entame imm&eacute;diatement une ascension impressionnante et devient la troisi&egrave;me plus grande pils du pays au d&eacute;but des ann&eacute;es 1960.&nbsp;</p><div\n    id='gallery-4f844bcd-73a4-48ff-9c40-afcf2d63e21b'\n    class='release-content-gallery release-content-gallery--layout-contained'\n    data-component='chromatic-gallery,image-zoom-popup'\n    data-chromatic-gallery-padding='S'\n    data-chromatic-gallery-thumbnail-size='XS'\n    data-chromatic-gallery-captions='data:application/json,true'\n    data-chromatic-gallery-photos='data:application/json;base64,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'\n    data-chromatic-gallery-force-full-width='data:application/json,true'\n    data-chromatic-gallery-expand-icon='data:text/plain;base64,PHN2ZyBjbGFzcz0iaWNvbiBpY29uLWV4cGFuZCI+CiAgICAgICAgICAgICAgICA8dXNlIHhsaW5rOmhyZWY9IiNpY29uLWV4cGFuZCI+PC91c2U+CiAgICAgICAgICAgIDwvc3ZnPg=='\n    data-image-zoom-popup-selector='.chromatic-gallery__photo'\n    data-image-zoom-popup-i18n='data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0='\n    data-image-zoom-popup-tracking-view-event='Story Image View'\n    data-image-zoom-popup-tracking-download-event='Story Image Download'\n    data-image-zoom-popup-placement='content'\n></div><p>&nbsp;</p><p><strong>La renaissance du patrimoine : Piedboeuf Extra Pils d&eacute;sormais en magasin</strong>&nbsp;</p><p>Depuis les d&eacute;buts modestes de Piedboeuf en 1887, la bi&egrave;re a parcouru un chemin impressionnant. Aujourd&rsquo;hui, d&rsquo;innombrables amateurs de bi&egrave;re peuvent d&eacute;guster la Piedboeuf, une bi&egrave;re toujours brass&eacute;e dans le plus profond respect de la recette originale et des valeurs fondamentales de qualit&eacute;, de tradition et d&rsquo;ambition. &laquo; AB InBev assume la responsabilit&eacute; de perp&eacute;tuer le riche h&eacute;ritage d&rsquo;Henri Piedboeuf et d&rsquo;Albert Van Damme. C&rsquo;est pourquoi nous redynamisons aujourd&rsquo;hui Piedboeuf Extra Pils. Cette &eacute;tape confirme non seulement notre respect des traditions artisanales, mais &eacute;galement notre engagement de r&eacute;pondre &agrave; la demande actuelle des consommateurs en continuant &agrave; renforcer notre vaste portefeuille de bi&egrave;res &raquo;, d&eacute;clare Stefaan Deroost, directeur du commerce de d&eacute;tail chez AB InBev.&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p>",
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