Belle Gueule today unveiled “La Belle campagne,” a major advertising and experiential campaign rolling out across Quebec during the summer of 2026.

Conceived as a celebration of the beautiful moments that define a Quebec summer, “La Belle campagne” highlights gatherings, patios, festivals, impromptu dinners, long evenings with friends, and all those simple occasions that become the season’s best memories.

Through a broad rollout across traditional media, billboards, social media, and on-the-ground activations, Belle Gueule aims to establish itself as the beer for summer’s best moments.

The creative concept rests on a simple, unifying proposition: pairing the word “belle” — “beautiful” — with the everyday moments of enjoyment that Quebecers know so well.

A beautiful evening.

A beautiful atmosphere.

A beautiful terrasse night.

A beautiful group of friends.

Beautiful weather.

Each campaign execution will showcase authentic situations experienced across Quebec during the summer season.

“Summer in Quebec is short. When it arrives, every moment becomes precious. With La Belle campagne, we wanted to celebrate those moments and the people we share them with,” explains François Gaumond, Marketing Director at Les Brasseurs RJ.

The Quartier Belle Gueule, located in the Plateau-Mont-Royal, will become the vibrant heart of the campaign, featuring several summer events and immersive experiences for the public. The goal: to transform the Quartier Belle Gueule into a true summer gathering place where the advertising campaign comes to life.

As part of this initiative, Belle Gueule will also launch a major social media contest to find “Quebec’s best group of friends.” Throughout the summer, consumers will be invited to share photos of their best moments with Belle Gueule on social media for a chance to be named one of Quebec’s best groups of friends.

The best photos and stories will be shared by Belle Gueule throughout the season, with an emphasis on authenticity, genuine moments, and real human connections.

With La Belle campagne, Belle Gueule aims to build on its long-standing connection with Quebecers by highlighting what truly makes summer special: people, gatherings, and the simple moments that often become the most memorable.