When exploring the complexities of business and the clash between tradition and innovation, one does not have to look further than the film Bottle Conditioned. Directed by Jerry Franck, this documentary sheds light on the challenges faced by Lambic brewers in Belgium, highlighting the generational differences and conflicts that arise in the ever-changing world of craft beer. While the backdrop of the film is the beer industry, the core story resonates with anyone striving to stay true to their convictions while adapting to new opportunities.
Lambic, one of the oldest known beer styles, has had a rocky history over the last half-century. Originating in the Pajottenland region of Belgium, Lambics were once designed for the working class, with a wild fermentation process that made them unpredictable and meant for aging. However, after World War Two, consumer tastes shifted, leading to a decline in demand and the near extinction of many Lambic breweries.
With the dawn of the new millennium, Lambics experienced a revival as craft beer enthusiasts and consumers developed a newfound appreciation for the unique flavors of these aged beers. Companies like Cantillon, 3 Fonteinen, and Bokke Blendery found themselves at the forefront of this resurgence, navigating the challenges of meeting increasing demand while staying true to their traditional brewing methods.
Cantillon, a fifth-generation brewery, faced internal conflict as patriarch Jean Pierre Van Roy resisted modernization and increased production advocated by his children. Despite the skyrocketing demand for their products, Van Roy pushed back against changing consumer attitudes and the evolving craft beer landscape. His reluctance to adapt to the shifting market dynamics reflects the struggle many traditional businesses face in an era of rapid change.
On the opposite end of the spectrum, Bokke Blendery and its founder Raf Souvereyns embraced innovation and pushed the boundaries of traditional Lambic brewing. By experimenting with new techniques and flavors, Bokke Blendery positioned itself as a leader in the beer collector universe, reminiscent of early disruptors in other industries. Souvereyns’ willingness to explore new possibilities underscores the importance of adaptation and evolution in a competitive market.
3 Fonteinen, led by second-generation brewer/blender Armand Debelder, found a balance between tradition and innovation by modernizing production while preserving the brewery’s heritage. Debelder’s willingness to work with younger partners and adapt to the changing landscape exemplifies the resilience and forward-thinking mindset necessary for long-term success in the craft beer industry.
Bottle Conditioned offers a compelling look at the challenges faced by Lambic brewers and the broader craft beer industry. Through the stories of Cantillon, 3 Fonteinen, and Bokke Blendery, viewers are invited to reflect on the delicate balance between tradition and innovation, highlighting the importance of adapting to change while staying true to one’s roots. As the demand for authentic and unique beers continues to rise, the lessons learned from these breweries serve as a reminder of the ongoing evolution in the ever-expanding world of craft beverages.