Jupiler Belgische Pils beer

Jupiler is the most popular beer brand in Belgium, known for its distinct red label featuring a bull. It was originally launched in 1966 by the Piedboeuf brewery in Jupille-sur-Meuse, a district of Liège. The beer is a bottom-fermented pilsner that has become synonymous with Belgian sports culture, particularly football.

Today, the brand is a flagship property of Anheuser-Busch InBev (AB InBev), the largest brewing company in the world. While it is primarily brewed at the historic Jupille brewery in Belgium to maintain its authentic Belgian character, it is distributed globally. The ownership transition from the original family brewery to a global conglomerate occurred through a series of mergers, most notably the 1987 merger between Artois and Piedboeuf to form Interbrew, which eventually became part of the current AB InBev structure based in Leuven.