{"id":32500,"date":"2025-10-09T13:42:45","date_gmt":"2025-10-09T17:42:45","guid":{"rendered":"https:\/\/brasseursrj.com\/?p=32500"},"modified":"2025-10-27T13:56:41","modified_gmt":"2025-10-27T17:56:41","slug":"belle-gueule-unveils-its-new-brand-identity","status":"publish","type":"post","link":"https:\/\/brasseursrj.com\/en\/2025\/10\/09\/belle-gueule-unveils-its-new-brand-identity\/","title":{"rendered":"Belle Gueule unveils its new brand identity"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><strong>Quebec\u2019s oldest independent microbrewery distributed on a large scale reaffirms its role as a proud, pioneering, and independent brewer.<\/strong><\/p>\n<p>Montreal, October 27, 2025 \u2014 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.<\/p>\n<p>While legendary brewpubs such as Cheval Blanc and Le Lion d\u2019Or 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.<\/p>\n<p><strong>The Winged Lion Revealed<\/strong><\/p>\n<p>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.<\/p>\n<p>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\u2019s spirit: bold, independent, and untamed.<\/p>\n<p><strong>A Brand Identity Looking Forward<\/strong><\/p>\n<p>The founders\u2019 historic triangle now welcomes the winged lion, a guardian of heritage and a driver of modernity.<\/p>\n<p>This symbol isn\u2019t 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.<\/p>\n<p>The brand signature also sharpens around two clear pillars:<\/p>\n<ul>\n<li>Pioneering Microbrewery : A reminder of its founding role in the rise of Quebec\u2019s craft beer movement.<\/li>\n<li>Proud and Independent\u00a0: An affirmation of its free-spirited, Quebec-born identity, standing apart from major brewing groups.<\/li>\n<\/ul>\n<p><strong>Over 35 Years of Boldness and Creativity<\/strong><\/p>\n<p>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.<\/p>\n<p>\u201cWe\u2019re 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,\u201d says Fran\u00e7ois Gaumond, Marketing Director.<\/p>\n<p><strong>Always at the Heart of the Community<\/strong><\/p>\n<p>Rooted in the Plateau-Mont-Royal since its inception, Belle Gueule remains a cornerstone of Montreal\u2019s cultural and urban life. With iconic beers like L\u2019Originale and La Rousse, as well as newer creations like Cold IPA, the microbrewery continues to evolve with the times without ever compromising its independence.<\/p>\n<p><strong>About Belle Gueule<\/strong><\/p>\n<p>Conceived in 1986 and officially launched in 1988, Belle Gueule is Quebec\u2019s oldest independent microbrewery still in operation and distributed on a large scale. A true pioneer, it helped lay the foundations for today\u2019s 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.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":32502,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[85,86],"tags":[],"class_list":["post-32500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","category-produits-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Belle Gueule unveils its new brand identity - Brasseurs RJ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brasseursrj.com\/en\/2025\/10\/09\/belle-gueule-unveils-its-new-brand-identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Belle Gueule unveils its new brand identity - 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