PRIMUS MILESTONES

1898

Haacht Creamery & Brewery brews its first beer in Boortmeerbeek.

1974

HAACHT PILS becomes Primus Pils.

1975

The very first campaign photo with a Primus Haacht beer.

1979

Primus launches its Quick bottle with a large opening and easy closure. The bottle wins a gold medal for innovation at the 51st Culinary Fair.

1990

Primus is the first to introduce the 12-bottle crate to the Belgian market. A handy lightweight, perfect for frolicking around. ;-)

1998

Haacht Brewery celebrates its centenary with Primus ’98: a beer directly from the lager tank, unfiltered and therefore not pasteurized, which means it doesn’t keep very long. Primus with yeast has a unique full flavour and more aromas than the classic Primus. Because it is perishable, Primus with yeast can even today be purchased only in Het Brouwershof, across the street from the brewery.

2005

Over the years Primus has launched numerous publicity campaigns. This advertising poster from 2005 found its way onto the walls of more than a few student digs. ;-)

2014

The Primus brand is restyled with a new logo and a fully matching new crate.

2015

Primus puts the spotlight on like-minded characters with its "Free Spirits" documentary.