In the heart of Hasselt, Belgium, lies a hidden gem for those with a taste for history and spirits: the Smeets Distillery. Known for its iconic jenever, Smeets has been a staple of Hasselt's cultural and industrial landscape since the early 20th century. This storied brand offers a fascinating glimpse into the world of traditional Belgian distilling, where heritage and flavor blend seamlessly.
The tale of Smeets begins in 1921 when Gerard Smeets, alongside his wife Emma Berghmans and brother Joseph-Antoine, embarked on a venture in the bustling Kapelstraat of Hasselt. Initially, their business focused on trading spirits, liqueurs, aperitifs, and tobacco. However, by 1923, Gerard Smeets had taken a bold step towards establishing his own distillery, marking the birth of the Smeets brand as we know it today.
Gerard's entrepreneurial spirit led him to secure an exclusivity contract with the Dutch brand 'De Oude Schiedamsche Genever - Vieux système De Papegaai' from Vanverckel & Co. This move set the stage for Smeets' transition from a mere distributor to a producer of fine spirits. The first product, Oude Genever De Leeuwerik, signaled the beginning of a new era for the distillery.
The late 1920s saw Smeets flourish, with the acquisition of properties on the Botermarkt (now Zuivelmarkt) to house its growing production facilities. By 1930, the company had expanded its workforce to 15 employees and introduced the now-famous green bottle, a symbol of Smeets' brand identity.
The distillery continued to expand throughout the mid-20th century, acquiring a complex of buildings along the Paardsdemerstraat and Raamstraat. These expansions allowed Smeets to increase production capacity and diversify its offerings. By the 1970s, under the leadership of Gerard's grandson Jo, Smeets had become a major player in the spirits industry, with a workforce of around 100 employees and a strong export market.
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Smeets' motto, Zoveel beter, en van bij ons (So much better, and from us), encapsulates the brand's commitment to quality and local roots. This dedication has allowed Smeets to endure through generations, adapting to changing times while maintaining its core values.
In 2002, the distillery was acquired by Konings, a move that saw the transfer of 75,000 liters of pure Smeets jenever to Zonhoven. This transition marked the end of an era for the Hasselt location, but the brand's legacy continued under new ownership. In 2011, Bruggeman, a subsidiary of the French group La Martiniquaise Benelux, acquired the Smeets brand, ensuring its continued presence in the market.
The original Smeets distillery, located at Raamstraat 17, has a storied past of its own. Dating back to the 18th century, this building was once known as the Brandewijnketel, housing a distillery run by the Elsrack family. Though it fell into disuse in the mid-19th century, it was later revived as a malting house under Brepoels-Schoofs before becoming part of the Smeets legacy in 1943.
Today, the building stands as a testament to 19th-century industrial architecture, having been preserved as a monument in 1980. After a restoration in 2013, the former distillery now serves as a vibrant shopping complex, blending the old with the new in a way that reflects Hasselt's dynamic spirit.
No visit to Hasselt would be complete without experiencing the rich flavors and history of Smeets jenever. Whether you're a connoisseur of fine spirits or simply curious about local traditions, Smeets offers a unique window into the world of Belgian distilling. As you explore the city, take a moment to savor the legacy of Smeets, a brand that has stood the test of time and continues to be a beloved part of Hasselt's cultural fabric.
In conclusion, Smeets is not just a brand of jenever; it is a symbol of Hasselt's industrious past and vibrant present. Its story is one of innovation, resilience, and a deep connection to the community it calls home. For those visiting Hasselt, a journey through the history of Smeets is a must, offering a taste of both the spirit and the spirits that define this charming Belgian city.
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