“Leuven beer” in Brazil causes irritation in Belgium’s Leuven

News travels very slowly these days. Since 2010, Cerveja Leuven has boasted of brewing several beers in Belgian style. But only now the city of Leuven has found out. Guess what, Leuven’s councillors are not amused with those beers as they are brewed in Piracicaba, a city 150 km northwest of Sao Paulo, and have no connection with Leuven whatsoever.

According to Belgian media, Leuven’s tourism alderman Dirk Vansina is considering taking the matter to court because Leuven is the home of AB-InBev.

The Brazilians say they only borrowed the name. On their website, Cerveja Leuven are lauding the city as “one of Belgium’s most charming”, while pointing to the city’s long-time beer tradition

But this will not do for Mr Vansina, who complains that “they never asked us if they could use the name of our beer city. … Leuven has a link with AB InBev, but not with Cerveja Leuven. (...) And what about the quality? Does it match Leuven standards? Maybe we should taste first”, Mr Vansina told local media on 15 March 2017.

Or even travel to Brazil on a fact-finding mission? That’s a thought.