Quebec’s oldest independent microbrewery distributed on a large scale reaffirms its role as a proud, pioneering, and independent brewer.

Montreal, October 27, 2025 — Conceived in 1986 on a Plateau-Mont-Royal balcony and officially launched in 1988, Belle Gueule is now recognized as the oldest independent Quebec microbrewery still active and widely distributed.

While legendary brewpubs such as Cheval Blanc and Le Lion d’Or helped pave the way, Belle Gueule set itself apart from the start by taking the microbrewery experience beyond its walls, bringing it to the bars, restaurants, and corner stores of Quebec.

The Winged Lion Revealed

Since its beginnings, Belle Gueule has carried a mysterious logo: some saw a genie, others a winged horse. But behind the ambiguity lay the majesty of a lion.

In 2025, the lion removes its beanie. Its silhouette grows stronger, its wings unfold : the winged lion finally reveals its true nature. A symbol of freedom and strength, it embodies Belle Gueule’s spirit: bold, independent, and untamed.

A Brand Identity Looking Forward

The founders’ historic triangle now welcomes the winged lion, a guardian of heritage and a driver of modernity.

This symbol isn’t new : back in the late 1980s, Belle Gueule chose a triangular label, going against the square and round formats imposed by the major brewers. This bold choice already expressed its desire to stand apart, to chart its own course.

The brand signature also sharpens around two clear pillars:

  • Pioneering Microbrewery : A reminder of its founding role in the rise of Quebec’s craft beer movement.
  • Proud and Independent : An affirmation of its free-spirited, Quebec-born identity, standing apart from major brewing groups.

Over 35 Years of Boldness and Creativity

From the very beginning, Belle Gueule has stood out for its independence and determination to follow its own path. As the first microbrewed lager in Quebec and the first Quebec microbrew exported to Europe, the brand has consistently innovated while staying true to its urban and festive roots.

“We’re very proud to unveil this new identity, which reflects both our heritage and our vision for the future. Belle Gueule has always had the courage to do things differently and will continue to do so, proudly and independently,” says François Gaumond, Marketing Director.

Always at the Heart of the Community

Rooted in the Plateau-Mont-Royal since its inception, Belle Gueule remains a cornerstone of Montreal’s cultural and urban life. With iconic beers like L’Originale and La Rousse, as well as newer creations like Cold IPA, the microbrewery continues to evolve with the times without ever compromising its independence.

About Belle Gueule

Conceived in 1986 and officially launched in 1988, Belle Gueule is Quebec’s oldest independent microbrewery still in operation and distributed on a large scale. A true pioneer, it helped lay the foundations for today’s thriving industry. Faithful to its Montreal roots, Belle Gueule remains proud, independent, and bold defending for nearly 40 years the spirit of freedom that gave it life.