Essay About Bottom Fermentation Brewing Process And Belgian Brewing Industry

Branding and Publicity in the Belgian Brewing Industry Between 1900 and 1940
Branding and Publicity in the Belgian Brewing Industry Between 1900 and 1940
The brewing industry underwent a lot of changes in the second half of the nineteenth and the
beginning of the twentieth century. Beer was famous for its healing powers; unlike water,
beer wasnt contaminated by bacterias due to the boiling process. Industrialization and
technological innovations would drastically change this artisanal profession, breweries were
transferred from father to son, into a real professional industry. Thanks to the scientific
research of Pasteur, Hansen and Von Linde, it was now possible to brew a more qualitatively
beer and it also facilitated the bottom fermentation brewing process. These bottom
fermentated beers soon became very popular, but not every brewer could brew these because
of the high capital requirements bottom fermentation demanded, so only a few breweries in
Belgium switched to bottom fermentation. In Belgium, top fermentation stayed the number
one brewing process and the market was flooded with these beers, there were over 3000
breweries in the beginning of the twentieth century. World War One was a turning point for
the Belgian brewing industry. Many breweries were destroyed or lost their materials, so they
couldnt restart their businesses. Only breweries with enough capital restarted and most of
them also switched to bottom fermentation which became even more popular. The market
share of bottom fermentated beers would keep growing to the prejudice of top fermentated
beers. The entire Interbellum could be summarized in the following sentence: concentration of
the Belgian brewing industry and the breakthrough of lager.
Advertising wasnt very popular before World War One; brewers didnt understand
this