While beer consumption is declining overall in Belgium and abroad, the pilsner segment remains dominant. It accounts for 70% of the market, compared to 30% for speciality beers. Conversely, speciality beers continue to grow, driven by a trend towards consumers drinking less but better. They favour products with more character, authenticity and originality.

With Audas, our brewery is positioning itself in the historic pilsner segment, offering a distinctive, craft alternative to industrial products. Our goal is clear: to revitalise the pilsner market with an authentic, refreshing beer that boasts true character. A pilsner that combines traditional brewing with modern audacity.

With our range of special beers, our blanche and blanche rosée beers and now our Audas pilsner, we cover all beer styles to satisfy all consumer expectations.

Audas is a Belgian craft pilsner that gets straight to the point. A simple, honest and perfectly balanced beer. Just the right amount of bitterness, a lovely freshness and a profile that appeals to everyone.

But Audas is also a state of mind: a beer you drink without thinking about it, share without judging and take with you everywhere. Far from rigid tradition, it invites lightness and spontaneity.

Because sometimes, all it takes is a good pilsner to bring people together.

The launch of Audas is part of a clear strategy: to build the brand in the regional hospitality industry (Province of Liège), focusing on the experience of drinking it on tap, in the right glass – marked with the playful ‘A’ specific to this new brand – in a friendly setting. Audas will also have a stronger presence at major events (sporting, musical, cultural, etc.).

The stated objective is to reach 1,000 hectolitres in the first year, before gradually expanding distribution in Wallonia, Flanders and abroad.