In the early 20th century, well over 3,000 breweries operated in Belgium, and they each produced copious quantities of enamel signs to catch the eye of thirsty, potential customers. Each village usually had at least one brewery in operation, so the diversity and variety of these signs was sure to lure collectors. One such collector is Jan De Plus, who operates the Bierreclamemuseum (Beer Advertising Museum) in the Dutch city of Breda, not far from the Belgian border.
We may not operate a museum like Jan does, but the Lowlands Group possesses one of the largest collections of vintage enamel Belgian and European bier signs outside of the continent. While our entire collection is not available for public viewing, our cafés proudly display a select group of these signs, many of which predate the WWII era.