A Belgian Monk’s Heroic Struggle to Save a Beer Recipe Is Now a Truly Epic Ad

Grimbergen tips hat to 9 centuries of tradition

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It’s safe to say the public is familiar with the usual themes and formats of beer ads—beaches, parties, rivers, mountains and, in one case, a skateboarder lazily making his way down a San Diego street.

So you may be surprised to see a thrice-burned-down abbey and a monk risking his life as the theme of an ale ad. The new work from Grimbergen, a Belgian brand that has a licensing agreement with Carlsberg for the international market, is straight out of Hollywood or Game

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