Good beer is the new hot thing on receptions in the US! Not the well known "gas station" beers, but upscale Microbrews and imported Belgian ales and Lambics. To the shocking surprise of an upscale Santa Barbara caterer, who is used to serve only wine at receptions, half of the guests at the opening of an art exhibition choose Mort Subite Kriek or Augustijn Abbey Ale as their favorite drink. They actually ran out of beer!
If you think on it, it's logic, and we in Belgium know that since long. At some wedding receptions and business receptions in Belgium there is no longer wine available, Champagne has been replaced by the Mort Subite Lambics.

Beer is more refreshing and lower in alcohol.

And, when you compare the price between a good beer and a good wine or Champagne, the beer is clearly a winner, unless you want to offer your guests some cheap sour sparkling wine, that gives them heartburn and a headache. We don't know any woman who doesn't love our Mort Subite Fruit Lambics.

Women simply can't believe it's beer. They never had such a pleasant drink. Hearing the popping when opening one of our Champagne bottles of Belgian beer will take away your last resistance and will make you longing for your first sip of the excellent Mort Subite Fruit Lambics or one of our Specialty Ales.

Augustijn, Bornem double and triple, Piraat and Mort Subite Kriek, all come in Champagne bottles. The Gulden Draak comes even in a beautiful white Champagne bottle. Thus, when you organize your next reception or party, make sure you have some of our beers available. It's a clear hit. No doubt about it. Your guests will love it. If you are a guest at a reception or party, insist to have good beer. Become a missionary and teach some of the beer-ignorant caterers (still a majority) how to differentiate them selves with fine beers (Unique Marketing Position, you know), and how to be successful.

(Newsletter July 1996)