Princess Astrid tests AB InBev’s brewing innovations

A few days before her departure for Brazil, Princess Astrid of Belgium visited the research and development laboratory of the AB InBev brewery in Leuven. The global beer giant owns the Stella Artois, Corona, Budweiser, Leffe and Jupiler brands.

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Princess Astrid visits AB InBev ahead of her mission to Brazil

Princess Astrid of Belgium, 62, will end this year 2024 by carrying out an important economic mission in Brazil. The sister of the King of the Belgians usually represents King Philippe during the economic missions she leads abroad. Before her trip to São Paulo and Rio de Janeiro, Princess Astrid visited the AB InBev research center in Leuven on November 14.

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In June 2022, Princess Astrid had already promoted AB InBev by drinking a Stella Artois on a rooftop in New York, during a previous economic mission to the United States. Anheuser-Busch InBev (AB InBev) is a Belgian brewing group, long known in Belgium under the name Interbrew. Interbrew itself was a group born in 1987 from the merger of old Belgian breweries, including the Stella Artois brewery founded in the 14th century in Leuven and the Piedboeuf de Jupille brewery which launched the famous Jupiler brand.

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Princess Astrid visited the research laboratory and learned more about the beer making method. Princess Astrid was also treated to a beer tasting. This visit took place before Princess Astrid’s departure to Brazil, a country which for twenty years has been linked to the history of Belgian brewing. In 2004, Interbrew merged with Brazilian brewer Companhia de Bebidas das Americas (AmBev) to become InBev. In 2008, InBev then bought the American company Anheuser-Busch to become AB InBev. Since then, AB InBev has acquired several breweries around the world, ranging from Mexico to Argentina.