This article originally appeared in The Global Beer Network's newsletter. The Global Beer Network imports many wonderful beers, including Ichtegems Oud Bruin, Bornem Abbey Ales, Gouden Draak, Piraat, and MANY others. It is worth looking at past articles, Johnny is very in touch with important issues - like the one below - that can challenge our rights and affect us all. 

Mort Subite dies a Sudden Death
by Johnny Fincioen

We have to bring you some really sad news: the Mort Subite Lambics will disappear from the USA market pretty soon. How come? Killed by a major conglomerate in Paris! Br. De Keersmaeker, who just brews the beer, is owned by the second largest Belgian beer group, Alken-Maes, who is responsible for the marketing and sales of the Mort Subite, the Grimbergen and the Maes Pils, to name only the 3 brands that are exported to the USA. The Alken-Maes group fell in the hands of the French brewer Kronenbourg about 15 years ago. The Kronenbourg brewery is owned by the French mega-food-conglomerate DANONE. The same company that sells the well know yogurts under the DANNON brand in the USA.

Danone has decided that they want out of the beer business. Their whole beer business is for sale. Now comes the sad part: they forbade Alken-Maes to export any Beer outside Europe. This policy, they believe, will enhance their chances of selling. Interbrew, the fifth largest brewer in the world, based in Belgium, and owner of the Labatt and Sol brands in America, is certainly a first potential buyer. When Interbrew succeeds in acquiring Danone’s beer business, it means that over time several Belgian beers may lose in quality, or may disappear, or that their distribution will be limited to Belgium alone.

We saw that happen with other Belgian beer brands, when Interbrew bought them. I predict that Interbrew will, in that scenario, prefer its own Belle Vue Lambic brand over the Mort Subite, its own Leffe Abbey Ale over the Grimbergen Abbey Ale, and the Maes Pils will surely be replaced by its own Stella Artois Pils. By the way, Interbrew reintroduces the Stella Artois Pils beer in the USA in 1999. Boston and New York have the honors to be the first two cities to be able to buy Stella Artois. Although, I accept that Stella Artois may be a better Pils than most Pils available in the USA, it is still only a simple Pilsner beer, a pasteurized lager. No special living Belgian beer. On the other hand, the huge marketing effort that Interbrew will do for its "Belgian" Pils, may boost the market awareness in the USA for Belgian Specialty beer.

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