Liefmans Breweries NV

What Liefmans Breweries NV does

Liefmans Breweries NV is a heritage Belgian brewery brand founded in 1693 in Oudenaarde and currently operated as a subsidiary brand within Duvel Moortgat NV, whose headquarters are in Puurs-Sint-Amands, Belgium. The brand produces a portfolio of fruit-forward aperitif beers — including the signature Liefmans On The Rocks (a blend of beer with natural strawberry, raspberry, cherry, elderberry, and blueberry juices served over ice), its alcohol-free On The Rocks 0.0 variant, and the seasonal Peach and Peach 0.0 extensions — alongside an aged Craft Blends line (Goudenband, Kriek-Brut, and Glühkriek) produced using open fermentation and cellar aging of two months to over five years, with blending of young and aged beer to achieve the brand's characteristic sour-sweet profile. The brand extends into branded glassware, lifestyle merchandise (beach accessories, floaties, towels, canvas prints, ice buckets), and co-branded products with Belgian sports brand Osaka. The brand was shaped by Rosa Merckx, Belgium's first female master brewer, who served 46 years at the brewery and perfected the Craft Blends methodology.

Name

Liefmans Breweries NV

Legal name

DUVEL MOORTGAT NV

Website

https://liefmans.be

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Liefmans Breweries NV is a heritage Belgian brewery brand (est. 1693) owned by Duvel Moortgat, producing fruit aperitif beers, aged craft blends, and lifestyle merchandise for European and Japanese consumers via direct e-commerce, on-trade, and B2B channels.

Ownership category

akta.pro rank

Product category

Craft Beer / Belgian Fruit Beer

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

Keywords

• Belgian fruit beer
• Craft brewery blends
• Apéritif beer
• Alcohol-free beer
• Heritage brewing

Headquarters

HQ city

Puurs-Sint-Amands

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Beer Sales (Direct E-commerce): Liefmans sells its beers (On The Rocks, On The Rocks 0.0, Peach variants, Craft Blends including Goudenband, Kriek-Brut, Glühkriek) directly through its owned e-commerce platform. The webshop offers various sizes (25cl, 33cl, 75cl) and formats (bottles, cans). Sales are B2C focused with B2B options for enterprise customers ordering bulk quantities.
2. Lifestyle Merchandise: Sale of branded lifestyle products including beach accessories (strandtas, hamamdoek, zonnebril, floatie), clothing accessories (tote bag, sweat bands), décor (canvas prints), and branded glassware. These products complement the beer brand and extend the Liefmans lifestyle positioning around apero moments.
3. Branded Glassware: Sale of official Liefmans glasses including the signature 'On The Rocks' glass, stemmed glass, and unbreakable party glass. Glasses are sold individually (€2.70-€3.00) in 25cl capacity, with purchase available from 2 units.
4. Gift Cards: Digital and physical gift cards sold between €25 and €200, valid for 1 year for use exclusively on the webshop.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Liefmans Breweries NV is a Belgian brewery that produces and sells a portfolio of fruit-flavored apéritif beers (the On The Rocks line, including alcohol-free 0.0 and Peach variants) and traditionally aged Craft Blends (Goudenband, Kriek-Brut, Glühkriek). The beers are brewed at the Oudenaarde brewery using open fermentation vessels and cellared aging, and sold directly to consumers via the Liefmans webshop alongside branded glassware, lifestyle merchandise, and gift cards.

Product overview

Liefmans Breweries NV is a Belgian brewery owned by Duvel Moortgat, offering a portfolio of fruit-flavored aperitif beers and traditional craft blends. The core product line consists of Liefmans On The Rocks (sparkling aperitif beer with fruit juices) available in regular, 0.0 alcohol-free, and Peach variants. The Craft Blends line includes aged beers like Goudenband and Kriek-Brut, traditionally brewed in Oudenaarde with mixed fermentation. The company also sells lifestyle merchandise including branded glasses, beach accessories, and collaborative products with Osaka. All products are sold through the official webshop (shop.liefmans.be) and retail partners.

Differentiator

Problem solved

Functional benefit

Brands

• Liefmans On The Rocks: A sparkling fruit aperitif beer with strawberry, raspberry, cherry, elderberry, and blueberry flavors, served on ice.
• Liefmans Fruitesse
• Liefmans Craft Blends
• Liefmans Goudenband
• Liefmans Kriek-Brut
• Liefmans Glühkriek
• Liefmans Peach

Products and services

• Liefmans On The Rocks Sparkling light-red apéritif beer blended with natural fruit juices of strawberry, raspberry, cherry, elderberry, and blueberry; intended for adult consumers for the apero moment, served over ice.
• Liefmans On The Rocks 0.0 Alcohol-free (0%) version of Liefmans On The Rocks, retaining the same sparkling fruity bouquet of cherry, raspberry, blueberry, elderberry, and strawberry; for consumers seeking a non-alcoholic apero option.
• Liefmans On The Rocks Peach Refreshing sparkling apéritif beer with an intense fruity crisp peach flavor, positioned for spring and summer apero occasions.
• Liefmans On The Rocks Peach 0.0 Alcohol-free version of Liefmans On The Rocks Peach, offering the recognizable peach taste without alcohol; for non-alcoholic summer apero consumption.
• Liefmans On The Rocks Fruitesse 0.0 (4 x 25cl cans) Canned 4-pack of the alcohol-free Liefmans On The Rocks, featuring the recognizable fruity bouquet of cherry, raspberry, blueberry, elderberry, and strawberry.
• Liefmans Craft Blends Range of specialty Belgian beers brewed with light, dark, and roasted malt, fermented in open vessels and aged 2 months to over a year in the Oudenaarde brewery cellars; embodies Rosa Merckx's legacy.
• Liefmans Goudenband 8% ABV mixed-fermentation brown ale, aged as a reserve beer with notes of apple, cherries, wood, nuts, and dried raisins; pairs with blue cheese and improves with age (drinkable even after 10 years).
• Liefmans Kriek-Brut Luxurious 6% ABV beer that marries fresh accents with the refined sweet-sour taste of cherries; deep brown-red color, refined foam, with notes of wood and almond.
• Liefmans Glühkriek Amber-colored warm winter beer, designed to be enjoyed during long, cozy winter evenings; sold in 75cl bottles.
• Belgian Beer Gift Pack Curated gift set containing Duvel, Tripel d'Anvers, La Chouffe, and Liefmans Fruitesse, showcasing the Belgian portfolio of the Duvel Moortgat group.
• Liefmans 'On The Rocks' Glass (25cl) Signature 25cl Liefmans glass, designed to be filled halfway with ice cubes for serving On The Rocks.
• Liefmans Stemmed Glass (25cl) 25cl stemmed glass for enjoying Liefmans beers in a more formal serving style.
• Liefmans Unbreakable Party Glass (25cl) 25cl plastic unbreakable party glass identical in form to the original Liefmans glass, designed for outdoor outings and trips.
• Liefmans Gift Card Digital or physical Liefmans gift card, available in denominations from €25 to €200 and valid for 1 year for purchases on the Liefmans webshop.
• Liefmans Tote Bag Spacious Liefmans-branded tote bag made of 65% polyester and 35% cotton, with an outer pocket and two handles for everyday essentials.
• Liefmans Hamam Towel Versatile Liefmans-branded hamam/beach towel (84cm x 168cm) made of 50% cotton and 50% polyester, designed for stylish relaxation in the sun.
• Liefmans Beach Bag Spacious Liefmans-branded beach bag (46cm x 19cm x 35.5cm) made of cotton and polyester for days at the beach.
• Liefmans Ice Bucket Red-white metal Liefmans-branded ice bucket for serving Liefmans beers and On The Rocks chilled.
• Liefmans Sunglasses Red Liefmans-branded sunglasses positioned as a sunny-day lifestyle accessory.
• Liefmans x Osaka Padel Sports Bag Co-branded Liefmans x Osaka padel sports bag made of Dura-Pro canvas and 600D woven polyester, with ergonomic shoulder straps and a front padel racket sling system.
• Liefmans x Osaka Sweat Bands Co-branded Liefmans x Osaka sweat bands made of 80% cotton, 12% elastane, and 8% polyamide with a universal stretch fit.
• Liefmans Pool Floatie (with handles) Liefmans-branded pool floatie (126cm x 97cm) with handles for enjoying Liefmans drinks while floating in water.
• Liefmans Pool Floatie (without handles) Compact Liefmans-branded pool floatie (33cm x 4cm) without handles for a smaller floating accessory.
• Liefmans Canvas Photo Print on Linen Liefmans-branded canvas photo print on linen (30cm x 40cm), mounted on a sturdy wooden frame as décor.

Quantifiable outcome

• Goudenband remains drinkable and flavorful even after 10 years of aging, becoming better like fine wine
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• OsakaminorGTM or Marketing PartnerLiefmans and Osaka (Belgian sports brand) have collaborated on co-branded merchandise including padel sports bags and sweat bands. The partnership targets active consumers who enjoy Liefmans after sports activities, extending the brand into sports/lifestyle territory. The padel bag features DURA-PRO canvas and ergonomic straps, while sweat bands are made of cotton-elastane blend. Both brands are Belgian, creating authentic local collaboration positioning.
• Belgian Family BrewerscoreStrategic or Co-development PartnerLiefmans is a member of Belgian Family Brewers, an association of authentic Belgian family breweries committed to traditional brewing methods and heritage. The association promotes Belgian beer culture and provides credibility through collective marketing and brand positioning. The link to belgianfamilybrewers.be is featured prominently on the Liefmans website.
• PostNLminorOthersPostNL handles shipping and delivery of webshop orders, providing tracking services and delivery to home addresses and pickup points across Belgium and the Netherlands. Customers receive tracking links via email when orders are shipped.
• DistrimediaminorOthersDistrimedia handles returns processing for the Liefmans webshop. Returns are sent to Schoenstraat 14 (Warehouse 5), 9140 Temse, Belgium, where they are processed and validated before refunds are issued.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Belle-Vue Brewery: Brussels-based brewery (AB InBev) producing kriek, framboise, and primeur lambic fruit beers. Comparable fruit-beer portfolio with Kriek-Brut overlap to Liefmans' cherry-beer range.
• Lindemans: Family-owned Belgian brewery specializing in fruit lambics and kriek/cherry beers (Kriek Cuvée René, Faro). Most direct comparable to Liefmans' fruit-beer aperitif positioning and Craft Blend kriek range, with similar Belgian heritage and D2C gifting channels.
• St. Bernardus Brewery: Belgian craft brewery producing strong abbey-style ales (Watou, Tripel, Quadrupel). Comparable craft positioning, Belgian heritage authenticity, and D2C webshop distribution model targeting enthusiast consumers.
• Boon Brewery: Traditional Belgian lambic and gueuze brewery producing aged, blended sour beers with extended cellar aging. Highly comparable to Liefmans Craft Blends' blending of young and aged beer and open-fermentation heritage methods.
• Timmermans Brewery: Belgian brewery (part of Anthony Martin Group) producing traditional fruit lambics including kriek, framboise, and peach variants. Directly comparable to Liefmans' On The Rocks fruit-beer line and Peach aperitif offering.
• Brewery Huyghe: Belgian brewery (Delirium franchise) producing fruit-flavored beers including Delirium Red (kriek) and Floris apple and passion fruit variants. Direct competitor in the fruit-flavored Belgian craft segment with similar aperitif positioning.
• Mort Subite: Brussels-based lambic brewery owned by Alken-Maes producing gueuze, kriek, and fruit beers served on-draft in Belgian cafés. Comparable Belgian fruit-beer heritage with on-trade café presence similar to Liefmans' apero positioning.
• Rodenbach Brewery: Belgian brewery specializing in aged Flemish red-brown ales using foeder barrel aging and blending of young and old beer. Closest process analog to Liefmans Craft Blends' blending methodology and multi-year aging.

Broad incumbents

• Vedett: Sister brand to Liefmans within the Duvel Moortgat portfolio, offering mainstream Belgian blond and white beers with strong lifestyle branding. Comparable as portfolio peer showing the parent's brand-building playbook.
• La Chouffe: Sister Belgian craft brand within Duvel Moortgat portfolio producing unfiltered blonde ales with strong brand identity and lifestyle marketing. Useful peer for understanding parent-level marketing scale and Belgian craft category dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/liefmansbelgium
• Instagraminstagram.com/liefmans
• LinkedInlinkedin.com/company/liefmans-breweries-nv

Revenue estimate

Valuation estimate

Number of profiles

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 Liefmans Breweries NV