Brazil: ‘Leuven beer’ causes considerable irritation

The Belgium city of Leuven is not pleased about the perceived misuse of its name by Brazilian company Cerveja Leuven.  The microbrewery located in Piracicaba, 160 kilometers north-west of Sao Paolo, produces Belgium-style beers but has no direct connection to the namesake city.

"We have chosen the name because Leuven is the world capital of beer," said Alexandre Godoy, who is partner in Microcervejaria Leuven and holds a master degree in Brewing and Distilling from Heriot Watt University in Edinburgh/Scotland.

The brewery started 7 years ago and produces several types of Belgium style beers, like Belgium Blonde Ale, Belgium Red Ale, Belgium Witbier and Belgium Dubbel.

Nevertheless, Leuven alderman Dirk Vansina is considering taking the case to court after seeking legal advice. "Leuven has a link with AB InBev, but not with Cerveja Leuven,” he was quoted by local media. He fears that the name of the brewery could suggest, that the beer was imported from Belgium without fulfilling the high Belgium quality standards.

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