Crafting "The Art of Brewing" at Brewery De Halve Maan in Bruges
The historic Brewery De Halve Maan in Bruges is celebrating the deep-rooted connection between heritage brewing and the creative arts. Its renowned beer brand, Straffe Hendrik, has partnered with acclaimed culinary photographer Pieter D'Hoop to visually capture the story of its craftsmanship, coinciding with the launch of its new slogan, "The art of brewing."
This collaboration highlight's the brand's long-standing relationship with artistic expression, dating back to its very inception.
Inside the Brew House: Capturing the Heritage of Bruges
To bring the campaign to life, the brewery turned to Pieter D'Hoop, a photographer with deep roots in Bruges. Known for his distinct style that relies on precise physical composition rather than digital post-processing, D'Hoop spent a full day exploring every corner of the historic family brewery.
His goal was to merge the centuries-old traditional brewing facilities with the site’s highly modern, state-of-the-art systems. The resulting unedited photograph captures the multi-generational soul of the brewery in a single frame.
To share this milestone with beer enthusiasts, the brewery is producing a highly limited run of signed and numbered canvas prints measuring 60x60 cm. Fans can attempt to win one of these collector's items by participating in a guessing contest on the official Straffe Hendrik competition page, estimating how many frames were shot during the day-long session.
A Legacy of Brewing in the Heart of Bruges
The Straffe Hendrik brand itself is closely tied to the history of Bruges. First brewed in 1981 to mark the inauguration of the Sint-Arnoldus statue—the patron saint of brewers—in the city, the powerful tripel quickly became a permanent fixture of the brewery. The name honors five successive generations of brewers in the founding Maes family who all shared the first name Hendrik.
Today, Brewery De Halve Maan is led by the family's sixth generation. While maintaining brewing traditions that began on the site in 1856, the brewery continues to innovate, introducing specialty wood-aged, wild yeast, and seasonal blends alongside its classic Tripel and Quadrupel offerings.
If you are planning a visit to this historic city, you can discover more unique local spots with Musemap (musemap.art). To help shape your itinerary, you can easily browse regional museums or locate must-see stops on the interactive Bruges map.
