Football legends look back at the ‘Gueuzenoorlog’

On Thursday 9 January, we welcomed 140 guests to our Bierkasteel, including football legends the likes of Jan Ceulemans and Hugo Broos, together with other prominent figures from the worlds of football and business. During a spectacular gala evening, we looked back at the ‘Gueuzenoorlog’ (‘Gueuze war’) – as the press dubbed it – between RSC Anderlecht, Club Brugge and their sponsors 45 years ago.

Let’s go back to the 1979-1980 season, when our beer brand St-Louis became the shirt sponsor for Club Bruges. This was a tactical move, as our competitor Belle Vue was the market-leading Gueuze brand at the time. “Belle Vue was dominating Bruges’ hospitality sector”, explains Managing Director Xavier Vanhonsebrouck to the press. “After we started sponsoring Club Brugge, things quickly changed, with St-Louis ultimately taking over Belle Vue’s market share.”

Rivalry

It’s worth noting that, at the time, Belle Vue was the shirt sponsor for Anderlecht, the Blauw-zwarts’ archrivals. Before a ball had even been kicked that season, there was already tension in the air, with Brussels breweries already unhappy that we, a West Flemish brewery, had launched our own Geuze. “The Brussels breweries were against the production of Gueuze in Ingelmunster, even taking us to court in a case that our brewery would eventually win”. A rivalry both on and off the pitch, the press soon dubbed it the ‘Gueuzenoorlog’.

And who would ultimately win this supposed Gueuze war? “Club Brugge won the first leg that season 3-0, before going on to secure a 1-0 victory at Anderlecht. The Paars-wit finished fifth, while the Blauw-zwart were crowned champions – our St-Louis Gueuze flowing freely in celebration!”

Gouden Filou

The idea to commemorate the infamous Geuzenoorlog 45 years later came about after Club Brugge released a retro St-Louis football shirt. For this gala event, we fully decorated the Ballroom with a sponsors’ wall and a mini-museum full of memorabilia from that legendary season. Upon arrival, guests had their photos taken, before being greeted with drinks and nibbles. The press were also invited to cover this unique reunion.

Our host for the evening Bram Lambert, Sports Journalist at Sporza, invited several former players from Club Brugge and Anderlecht onto the stage, taking us back with archive footage from the Gueuzenoorlog. At the evening’s close, all those present cast their votes for the best player for the current season. The Gouden Filou was deservedly awarded to Hans Vanaken of Club Bruges, who would go on to win the Golden Boot a few weeks later.

Check out the aftermovie for the event.