Hello, I’m Kevin Celis, and on this page, I’m excited to share the origin story of my passion project, Etikett*. Cheers!

The journey began in 2017 when I moved to La Vignette in Leuven. The name of the street instantly sparked my curiosity—a French name in the heart of Flemish Leuven? Through extensive research, I uncovered the story of the long-forgotten brewery, La Vignette, whose legacy lies beneath our home and the surrounding neighbourhood.

La Vignette: the first 'Monster' brewery

Leuven is renowned as a city of breweries, yet much of its brewing history has faded over time, and La Vignette is no exception. The brewery celebrated its 100th anniversary in 1931, suggesting that plans for its creation began around 1831. In 1835, Renier Hambrouck established the first steam brewery in the former abbey of Onze-Lieve-Vrouwe-ten-Wijngaard on Mechelsestraat. Under the leadership of master brewer Georges Lacambre, the brewery expanded to occupy the area between Mechelsestraat, Penitentienenstraat, and Fonteinstraat. Due to its size, it was famously known as a "monster brewery" at the time.

In 1850, Hambrouck merged with a malt house and brought in his brother-in-law, Martin Jean Vanderhaert, as a partner. The brewery adopted the name La Vignette, referencing the former convent Het Wijngaardje. Together, they grew the brewery into a prominent name under the "Four Foil Clover" brand, producing a variety of beers, including Leuven’s white beer, Peetermans, Munich, Bock, and Orge. In 1937, La Vignette was acquired by the Artois Brewery (now AB-InBev), marking the end of its independent legacy.

A tribute to the forgotten brewery

Eighty years later, I stepped into the picture. As a creative soul, I was seeking a new challenge, and the story of this forgotten brewery captivated me, inspiring a unique artistic project: a mural dedicated to La Vignette. With support from the city of Leuven, I collaborated with hand-lettering artist Geertrui Storms to create a mural in 2019. Based on historical imagery, this artwork can still be admired at the intersection of La Vignette and Fonteinstraat.

427% funding

During my research, I also happened to stumble upon the original wheat beer recipe from La Vignette, dating back to 1851 and documented by Georges Lacambre. Despite having little experience with brewing, I decided to create a modern version of this recipe with the help of Marc Andries, a master brewer and friend. Initially, I planned a single batch of 100 swing-top bottles, screen-printed with a design inspired by the original La Vignette bottles and shared with friends and family. Unexpectedly, demand grew, and I responded with a successful crowdfunding campaign in the summer of 2020, achieving 427% funding. This success motivated me to continue brewing under the name “La Vignette.”

TV chef Jeroen Meus cooked with my hobby beer

On November 30, 2022, my life changed when Jeroen Meus used my wheat beer on his own show, Dagelijkse Kost. He made a soup with celeriac, hake, mussels, and… my beer. My project received primetime attention, an honor I share with renowned beers like Omer, Tripel Karmeliet, and Rodenbach Grand Cru. Pretty cool, right?

It suddenly dawned on me that my beer had real potential, and I began exploring ways to scale up production. Unfortunately, a well-known brewery had already registered the brand name in March 2021, without my knowledge.

Etikett* - the Leuven Wheat Beer

Following legal research and a takeover offer, I decided to keep the beer under my own management in early 2024. With the name Etikett*, I breathed new life into the Four Foil Clover Brand. Etikett* is not only the name of the Leuven white beer but also serves as the overarching brand for a new range of white beers. Alongside Etikett*, I launched Etikett*19 and Boekett.

Oh yes, I’m Kevin Celis, raised in the rural area of Limburg and now a proud resident of Leuven. Although I hold various diplomas, I never studied in Leuven; love brought me to this student city. My Leives may still be a bit imperfect, but I’ve integrated pretty well. For example, we have a dog, a blue merle dachshund named after a local beer: Stella. I’m also active in the community. As a Man of 1981, I am a member of the UNESCO-recognized Jaarmannen and volunteer with Buurtnetwerk 't Lampeke vzw. Alongside my work at Etikett*, I teach graphic design courses at two Leuven schools, CVO Volt and Syntra AB. Additionally, I manage the design studio Verteller ( www.verteller.be ) and textile company Teeville ( www.teeville.eu ).