Co-CEO Michiel Clyncke looks back on six years of brewing

In August 2018, Michiel Clyncke joined our brewery as a purchasing manager. A year later, he was at Xavier’s side as Junior CEO. In his own words, what followed was a rollercoaster of challenges, questions and opportunities. After five years as Junior CEO, Michiel is now pushing the brewery further forward as co-CEO. ‘The past few years have been “FILOU-menal”. I’m in no doubt that my first year as co-CEO will be even better’, he declares with great enthusiasm. We are in a leap year – much like four years ago when the pandemic erupted in full force. ‘I had only just become Junior CEO when we were faced with our first major crisis. In early 2020, the hospitality industry went into prolonged lockdown measures. While retail was able to partially absorb the loss within the hospitality industry, we launched several ‘Filou supports the hospitality sector’ campaigns at the time to give our hospitality partners a helping hand’, Michiel recalls.

An unprecedented year

As one crisis comes to an end, so do other challenges come to the fore. In early 2022, Russia invaded Ukraine. With sanctions imposed, exports to Russia – until then our third largest exporting country – largely ground to a halt. Add to that inflation at the start of 2023, and later in the year the war in Gaza. ‘Despite all these challenges, we ended 2023 at 169,000 hl, our best ever production figures. We owe this in part to the good distribution by our outlets, as well as the launch of Kasteel Rubus Framboise.’

Some highlights

When Michiel looks back at some of the highlights from the past few years, it immediately becomes apparent that there was always something brewing. ‘After I’d just become Junior CEO, we introduced our in-house canning line to the press. This has proved to be an investment we are continuing to reap the benefits of. Through Kasteel USA, we are able to export 50 cl cans of Kasteel to the United States. Besides the 25 cl and 50 cl cans, this year we have high hopes for our 33 cl sleek cans, which are both nicer and more elegant looking’, says Michiel. ‘In addition, in recent years we have invested heavily in capacity expansion, green energy and making our business processes more efficient. This year, thanks to the commitment of all departments involved, we managed to make the successful switch to a new ERP system’. The fact that we have grown strongly as a brewery translates not only in terms of volume, but also people. ‘In 2019, we had some 113 employees working at the brewery and Bierkasteel. Today, we are a well-oiled machine of 142 employees, and the list of vacancies continues to grow.’

The fact that we have grown strongly as a brewery translates not only in terms of volume, but also people.Michiel Clyncke

It’s not just our brewery, but also our partners who have impressed over recent years. ‘In line with our campaign “Kasteel, you find true richness everywhere”, we became sponsors of Bestemming X, the brand new game show by production company Geronimo, which won several awards, including the crowning achievement of the prestigious Rose D’Or. Not only on TV, but also on the festival field did we make ourselves heard. In 2023, we welcomed a lot of new names, including big hitters such as Festival Dranouter and Campo Solar.’

Leading pioneers

In recent years, the brewery has regularly shown itself to be a true pioneer. ‘It’s a role that suits us down to the ground. We are always innovating, even during times of crisis. While other breweries attempt to emulate the taste of our acclaimed Kasteel Rouge, we are busy treating consumers to new creations. With Kasteel Rubus Framboise, we have managed to reinforce our authority in the strong fruit beer segment. This summer, we will be adding to that status with the launch of our first zero alcohol Rouge beer: Kasteel Rouge 0.0%‘. As someone in his early thirties, Michiel knows all too well that there’s a whole generation that is becoming more conscious when it comes to alcohol consumption. In addition, new legislation is creating a further increase in awareness, while the market share of zero alcohol alternatives continues to grow. ‘Kasteel Rouge 0.0% is a vital product expansion. We are staking a claim for our place on the zero alcohol supermarket shelves with a high-quality specialty beer – a new beer experience for all consumers, even those who don’t drink Kasteel Rouge.’

The role pioneer suits us down to the ground. We are always innovating, even during times of crisis. Michiel Clyncke

Greatest of All Time

While Michiel’s first year as co-CEO would seem enough to keep him going, there’s always room for an extra project, innovation or investment. ‘I’ve come to learn that, at Kasteel Brouwerij Vanhonsebrouck, nothing is impossible’, laughs Michiel. ‘Our focus is always on achieving continued growth, both in terms of volume and margins. No matter the challenge, we always manage to make it a success – and this is in no small part due to the commitment and dedication of our team, with each department continuing to grow, becoming more professional and contributing to the overall growth of our brewery and Bierkasteel. Together, we are the G.O.A.T. – greatest of all time – brewing our way further towards our shared success story.’