Brouwerij Haacht, Belgium’s third-largest Pilsener brewery and producer of brands such as Primus, Tongerlo, Super 8, and Charles Quint, continues to face mounting challenges as beer sales in 2024 dropped by 8.4%, marking the second consecutive year of decline, The Brussels Times reported today. Revenue fell by 5.7% to EUR 112.1 million, while net losses nearly doubled to EUR 8.2 million, according to parent company Co.Br.Ha.. No dividends will be distributed for the year.
Founded in 1898, the family-owned brewery has been shaped by generations of leadership. For 52 years, Fréderic van der Kelen led the company, transforming it into a key player on the Belgian market. Since 2020, his son Boudewijn van der Kelen, representing the fourth generation, has taken over as CEO, continuing the family’s commitment to brewing excellence and business resilience.
The group Co.Br.Ha. (Brouwerij Handelsmaatschappij NV), headquartered in Boortmeerbeek and listed on Euronext Growth Brussels, operates primarily through its key subsidiary Haacht Brewery, with additional operations in France and the Netherlands. Subsidiaries include Brouwerij Haacht Nederland in Valkenburg-aan-de-Geul and Brasserie du Coq Hardi in Marcq-en-Baroeul.
The brewery has been heavily impacted by weakening beer consumption across Western Europe. Belgian revenue alone dropped by EUR 4.9 million, with hospitality and retail segments falling 6% and 5% respectively in 2023. Rising raw material and energy costs—up 15% that year—further strained profitability. After briefly returning to profit in 2022 with EUR 4.8 million, Haacht Brewery fell back into the red, posting a EUR 4.4 million loss in 2023.
To counter the downturn, Haacht Brewery has initiated a transformation plan aimed at sustainable recovery. This includes scaling back investments, eliminating twenty jobs, reaffirming credit agreements, and developing new products aligned with changing consumer preferences such as non-alcoholic and specialty beers. The brewery is also strengthening collaborations with partners like France’s Brique House and Belgian music venues AB and Wintercircus.
Export markets are playing an increasing role. France now accounts for nearly half of the company’s total beer sales, with further opportunities being explored in Italy and the Netherlands, where early 2025 showed a positive sales start. Despite efforts to expand in North America, including the acquisition of Canadian craft brewery L’île d’Orléans in 2016, success has remained limited. However, this move brought the brewery’s craftsmanship to Canadian and North American consumers, extending its international reach.
Alongside beer, the brewery is active in wine and liqueurs, manages two vineyards in France via Brasserie du Coq Hardi, distributes Pepsi-Cola products, and offers its own Fuerto coffee brand.
Market conditions remain volatile, and while the outlook is cautious, Haacht Brewery remains committed to adapting through innovation and a century-old brewing tradition passed through generations.
