Vintage advertising signs in a modern brewery

Hans Depypere: “The vintage advertising signs make a contrast with the modern makeover that we’ve given the brewery over the last few years.”

One of the showpieces is hanging in the entrance hall. As you walk into Brewery St Bernardus in Watou, your eye is immediately caught by a huge vintage enamel sign, on which an enormous St Bernard advertises the delights of Milka chocolate. “There are only three of these signs left in Belgium”, exults Hans Depypere. “Everyone wants one nowadays, so I’m delighted to have my own.”

TEXT ELISE VANHECKE PHOTO JOKE COUVREUR

Alpine chocolate is not really his thing, but Hans Depypere (67), the jovial owner of Brewery St Bernardus does love these vintage enamel signs. “Come in, come in!” He takes us straight down to the basement, where the collectors’ museum is housed. Although it’s still a private collection at present, it will soon be part of a brand-new visitor experience. Advertising signs hang on the walls, and all over the floor are old bartops, posters, vintage money chests and pub games. “I collect everything associated with bars. Beer started off as a job for me, but it’s developed into a serious hobby, along with art, wine and horses.” Hans Depypere is a passionate entrepreneur with a vision. When, almost 25 years ago, he took on the rundown brewery, people called him a fool. But today, St Bernardus is consumed in 85 countries, there’s a St Bernardus café in Tokyo, and every some 50,000 hectolitres of beer flow through the brew kettles year in Watou. Does the CEO still have time to pick things up from the antique markets? “No... my best mate does that now: Dirk, from the gastropub ‘In de Zon’ on Scherpenberg. He’s an antiques dealer and he gives me a call if he spots something. He finds most of the signs at the big antiques markets: Namen, Ciney, Rijsel.” “I started my collection as soon as I stepped into the brewery world. Most of the signs are beer ads. I don’t ever get rid of anything in my collection. I did once sell a piece, but I regretted it immediately. Why am I a collector? Because I love it. And the vintage advertising signs contrast with the modern makeover we’ve given the brewery: I think it’s great.” 

COLOURFUL COLLECTION In search of the facilities in Bar Bernard, you’ll spot the colourful advertising signs hanging on the wall: Anglo Belge, Prisma Pils, Devos,... “It’s a wall of breweries that no longer exist”, says Hans Depypere. “I’m happy to have them here. Look at this really old sign from Brewery Lust in Kortrijk, for example. I’ve even got an original poster for the Rodenbach Festivals in 1909. The town hall in Roeselare has one, Rudi Ghequire at Brewery Rodenbach has one – and I’ve got one.” (laughs)