Brasserie de Silly

What Brasserie de Silly does

Brasserie de Silly is a privately held, family-owned Belgian craft brewery founded in 1850 in the municipality of Silly, Hainaut, Belgium, currently led by the sixth generation of the Van der Haegen family (Managing Directors Lionel Van der Haegen for sales and Bertrand Van der Haegen for production), with the previous generation (Jean-Paul and Didier Van der Haegen) remaining on the board. The company produces 19 Belgian craft beers spanning traditional abbey ales, Scotch-style, witbier, saison, fruit beers, and organic-certified lines, including the category-defining Pink Killer (launched 2002) and the 2025 anniversary release Silly Saison Village Bio. Sub-brands include Enghien (acquired in 1975 via the takeover of Brasserie Tennstedt Decroes) and Abbaye de Forest. Underlying production is anchored in artisanal brewing methods combined with an in-house microbiological and physico-chemical quality laboratory and a newly installed automated 70-hectoliter-per-cycle brewhouse supplied by TMCI Padovan (Omnia Technologies) in 2025.

The business operates four revenue streams: direct-to-consumer e-commerce through silly-beer.com with Bpost home delivery in Belgium (free on full 12-bottle packs, €8.25 fee on incomplete packs); wholesale to a B2B partner network spanning HoReCa (cafés, bars, restaurants, traiteurs), drink centers, food retailers, beverage wholesalers, and importers; on-site counter sales at the brewery; and a recurring 3-month beer subscription box (€84). Pricing is primarily unit-based across curated 12-bottle boxes priced €29.50–€51.65, with a premium Silly Scotch Prestige Barrel Aged box at €62.86 (15% discounted) and a referral program offering €2 referrer credit / 15% off for new customers. Customer segments are hybrid across HoReCa, retail, and individual consumers domestically, with international presence across Europe (France), Asia (China, Japan, Korea), and North America (USA) via importers. Distribution is omnichannel: own e-commerce and on-site sales in Belgium, plus channel partner and importer-led international distribution.

The company is structured as a Belgian Société Anonyme (Brasserie de Silly S.A., VAT BE 0401.193.978) with 11–50 employees and no external investors, parent company, or public listing identified. Quality and brand reputation are reinforced by a sustained international-medal record (12 medals across Brussels, Asia, and European Beer Challenges in 2019–2020, and 5 medals in 2025 including Gold at Brussels Beer Challenge for Silly Scotch) and by the broader UNESCO Intangible Cultural Heritage recognition of Belgian beer culture since 2017.

Name

Brasserie de Silly

Legal name

Brasserie de Silly S.A.

Website

https://silly-beer.com

Company type

Private

Founded year

1850

Operating status

Operating

Headcount range

11–50 employees

Short description

Brasserie de Silly is a sixth-generation, family-owned Belgian craft brewery founded in 1850, producing 19 Belgian craft beers sold through D2C e-commerce, HoReCa and retail wholesale, an on-site counter, and international importers.

Ownership category

akta.pro rank

Product category

Belgian Craft Beer

NAICS

Other Specialty Food Retailers (44529), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC)

Keywords

• Belgian craft beer
• Artisanal brewing
• Craft brewery products
• Specialty beer portfolio
• Beer wholesale distribution

Headquarters

HQ city

Silly

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Direct E-commerce Sales (B2C): The company operates its own online storefront selling directly to end consumers in Belgium. Products are delivered via Bpost. Free shipping on complete packs (12 bottles); €8.25 delivery fee for incomplete packs. Orders placed before 5 PM delivered within 24 hours in Belgium. Revenue is generated through individual product and box sales at listed prices inclusive of VAT and excise duties.
2. Wholesale to Professional Partners (B2B): Sales to professional partners including HoReCa establishments, drink centers, food retailers, beverage wholesalers, and importers. Partners are approached through a dedicated 'Become a Partner' program and receive point-of-sale promotional materials. The company sells 19 Belgian craft beer varieties to these B2B customers.
3. On-site Brewery Sales: Direct counter sales at the brewery location where customers can purchase beer crates, glasses, and gift packs in person.
4. Beer Subscription Box: The company offers subscription boxes (e.g., 3-month beer subscription box at €84.00) providing recurring revenue from customers who sign up for regular deliveries of curated beer selections.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Brasserie de Silly is a Belgian family-owned craft brewery that produces and sells 19+ varieties of craft beer, including flagship styles such as Silly Scotch, Silly Saison, Silly Blanche, Silly Kriek, Triple Swaf, Green Killer IPA, Abbaye de Forest, Pink Killer (rosé), and Silly Pils BIO. Products are sold through direct-to-consumer e-commerce with home delivery in Belgium, on-site brewery counter sales, a B2B partner program serving HoReCa, drink centers, food retailers and wholesalers, and an international distributor network across Europe, Asia, and North America.

Product overview

Brasserie de Silly is a family-owned Belgian craft brewery producing 19+ Belgian-quality beers across multiple styles and sub-brands. The portfolio centers on core craft beers (Silly Scotch, Pink Killer, Silly Saison, Silly Bio, Silly Blanche, La Divine, Silly Triple Bio, Abbaye de Forest, Green Killer IPA, Silly Kriek, Silly Session, Triple Swaf, Silly Pils BIO, Silly Saison Village Bio) and the Enghien sub-brand (Enghien Blonde, Enghien Brune, Enghien d'Hiver, Enghien Noël). Beer boxes (Silly Discovery Box, Silly Big Discovery Box, Silly Saison Box, Silly Killers Box, Silly Summer Box, Silly Box Cadeau, 3-month subscription) bundle selections of these beers for retail and gifting. The company operates a direct-to-consumer e-commerce platform alongside traditional distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Enghien: Beer range including Enghien Blonde, Enghien Brune, and Enghien Noël (Christmas beer), acquired in 1975.
• Abbaye de Forest

Products and services

• Pink Killer A pioneering fruit-forward rosé Belgian craft beer brewed with natural pink grapefruit juice, 5% ABV, with pale pink color, fruity aroma, and refreshing taste. Awarded Gold at Asia Beer Challenge 2025. Sold to individual consumers, HoReCa, and international distributors.
• Silly Scotch Flagship Scotch-style Belgian beer with copper-red color and complex nose of brioche, raisin, and fresh raspberry, with notes of honey, caramel, and prune. Awarded Gold at Brussels Beer Challenge 2025.
• Silly Saison Amber, high-fermentation Belgian saison-style beer with dry, slightly spiced and hopped character. Awarded Gold at Brussels Beer Challenge 2019 and Silver at European Beer Challenge 2020.
• Silly Bio Organic-certified Belgian craft beer from Silly's range. Awarded Gold at European Beer Challenge 2020.
• Silly Blanche White/wit Belgian craft beer from Silly's portfolio. Awarded Silver at Asia Beer Challenge 2020.
• Silly La Divine Premium Belgian craft beer from Silly's product line.
• Silly Triple Bio Organic triple-style Belgian craft beer.
• Abbaye de Forest Recognized abbey-style Belgian beer from Silly, awarded Double Gold at European Beer Challenge 2020.
• Green Killer IPA Hoppy India Pale Ale from Silly with bold hop character.
• Silly Kriek Cherry-flavored Belgian fruit beer from Silly, awarded Gold at Asia Beer Challenge 2020.
• Silly Session Session-style low-ABV craft beer from Silly.
• Triple Swaf Strong Belgian-style triple beer, awarded Gold at Asia Beer Challenge 2020.
• Enghien Blonde Blonde ale from the Enghien range acquired with Brasserie Tennstedt Decroes in 1975.
• Enghien Brune Brown/dark ale from the Enghien range acquired in 1975.
• Enghien d'Hiver Winter/seasonal beer from the Enghien range, awarded Double Gold at Asia Beer Challenge 2020.
• Enghien Noël Christmas/holiday seasonal beer from the Enghien range.
• Silly Pils BIO The only Walloon organic pils beer in the Silly craft range.
• Silly Saison Village Bio Organic blonde saison beer certified as biological, based on a 1850 family recipe. Awarded Gold and Country Winner Belgium at World Beer Awards 2025, and Silver at Asia Beer Challenge 2025.
• Silly Scotch Prestige Box A box of 6 Silly Scotch Barrel Aged grand cru beers aged in oak barrels, priced at €62.86 (was €73.95, 15% discount). Targets gift and prestige buyers.
• Silly Saison Box A box containing 6 Silly Saison (amber, high fermentation) and 6 Silly Saison Village Bio (organic blonde), priced at €29.50 (promotional from €32.50).
• Silly Discovery Box A box of 12 craft beers showcasing the full Silly range (1 Silly Bio, 1 Silly Blanche, 1 Silly La Divine, 1 Silly Triple Bio, 1 Abbaye de Forest, 1 Green Killer, 1 Silly Kriek, 1 Pink Killer, 1 Silly Saison, 1 Silly Scotch, 1 Silly Session, 1 Triple Swaf), plus 1 exclusive article and 3 coasters, priced at €29.95.
• Silly Killers Box A box featuring the Killer beer series from Silly (including Pink Killer and Green Killer), priced at €29.95.
• 3-Month Beer Subscription Box A 3-month beer subscription box (Box abonnement bières – 3 mois) delivering curated Silly craft beers regularly. Priced at €84.00 (discounted from €96.00, saving €12). Generates recurring revenue.
• Silly Big Discovery Box A larger version of the Silly Discovery Box, priced at €51.65.
• Silly Summer Box A seasonal box featuring summer-appropriate Silly beers, priced at €29.95 (was €32.75).
• Silly Box Cadeau (Silly Finannée Box) A gift box of Silly craft beers for celebratory and gifting occasions, priced at €29.95.

Quantifiable outcome

• 5 international medals in 2025 (175th anniversary year): Gold at Brussels Beer Challenge (Silly Scotch), Gold + Country Winner Belgium at World Beer Awards (Silly Saison Village Bio), Gold + Silver at Asia Beer Challenge (Pink Killer and Silly Saison Village Bio)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• TMCI Padovan (Omnia Technologies)coreTechnology or Integration · 1 January 2025TMCI Padovan, a leading company in the Italian and European brewing engineering sector under Omnia Technologies, supplied Brasserie de Silly's new automated, high-technology brewhouse. With a brewing capacity of 70 hectoliters per brew cycle (7,000 liters per cycle), this equipment investment represents a major modernization of the brewery's production capabilities, designed for excellence and sustainability. The installation supports the brewery's goal of optimizing production while reducing its ecological footprint and ensuring a lasting supply of superior quality products.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Krombacher Brauerei: One of Germany's largest privately held breweries, family-owned, with a premium Pils and craft specialty range. Comparable as a large European family-owned brewery with strong HoReCa and retail distribution and growing craft/specialty positioning, though operating at a much larger scale than Silly.
• Duvel Moortgat: Largest Belgian specialty/French-style ale brewery, owner of Duvel, Vedett, Chouffe, and Maredsous. Directly comparable as a Belgian craft/specialty beer producer selling through HoReCa, retail, and export channels, though at significantly larger scale.
• Palm Breweries: Belgian brewery group producing Palm, Estaminet, and other Belgian specialties. Comparable as a Belgian craft/specialty beer producer with HoReCa and retail distribution across Belgium and Europe, though at a larger scale than Silly.

Direct peers

• Brasserie Cantillon: Family-owned Brussels lambic brewery and museum. Comparable as a multi-generational Belgian family craft brewery with strong international reputation among connoisseurs and significant export to specialty bars in the US and Japan.
• Brasserie d'Orval: Abbey brewery producing the iconic Orval Trappist ale. Comparable as a Belgian heritage craft brewery with strong international reputation, premium positioning, and limited-production abbey/Trappist-style ales.
• Brouwerij Bavik: Belgian family-owned brewery producing Bavik and Petrus, including fruit and abbey-style ales. Comparable as a Belgian family craft brewery with a portfolio spanning pils, abbey ales, and fruit-forward beers distributed through HoReCa and export.
• Brouwerij Verhaeghe: Belgian family craft brewery known for Echt Kriekenbier and Verhaeghe Pils, including fruit beers. Comparable as a Belgian family-owned craft producer with a similar mix of traditional styles and fruit-forward specialties sold through HoReCa and export channels.
• Brouwerij Lindemans: Family-owned Belgian lambic and fruit beer producer (Kriek, Faro). Comparable as a multi-generational Belgian family brewery with a strong fruit-forward beer portfolio and meaningful US and Asian export presence.
• Brouwerij Het Anker: Belgian family-owned brewery producing Gouden Carolus and Tripel variants. Comparable as a multi-generational Belgian craft brewery with a deep single-site heritage, premium abbey/strong ale portfolio, and export orientation.
• Brewery Huyghe: Belgian craft brewery famous for Delirium (Tremens, Red, Blonde) and a wide specialty portfolio including fruit and blonde ales. Most directly comparable peer — similar size, multi-generational Belgian craft producer competing for the same HoReCa and export channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BrasserieDeSilly
• Instagraminstagram.com/brasseriedesilly
• Xx.com/silly_beer

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brasserie de Silly