Safir

Safir was a Belgian pilsner beer brand introduced in 1939 by Brouwerij De Gheest in Aalst. The beer became the brewery's principal product and, particularly after the Second World War, helped shape the brewery's public identity. The business was increasingly known informally as Safir Brewery, reflecting the importance of the brand to its local commercial and cultural presence. In 1979, Brouwerij De Gheest was acquired by Brewery Artois. This change transferred Safir into a larger brewing organization while leaving the brand in production. In 1988, brewing was moved from Aalst to Leuven. At the time of the move, the continuation of the Safir brand was promised, but the relocation marked a further separation between the beer and its original brewery setting. Brewery Artois subsequently became part of Interbrew. Safir remained within Interbrew's portfolio and later passed through the company's successor structures, including InBev and AB InBev. Although it retained a loyal consumer following in Aalst and the surrounding area, Safir did not appear on AB InBev's official brand list. The brand was ultimately discontinued in 2013. Safir was temporarily brought back to the Belgian market in November 2018, giving former consumers an opportunity to purchase the beer again. This return was limited rather than a permanent relaunch: availability ended on April 1, 2019. Safir is therefore best understood as a discontinued regional Belgian beer brand with a long association with Aalst, rather than as an active international brand. Its history illustrates the consolidation of Belgian brewing, the transfer of production from local breweries to larger industrial sites, and the persistence of regional loyalty after a brand has left a major brewer's active portfolio.

Safir originated at Brouwerij De Gheest in Aalst, Belgium, where it was introduced in 1939 as a pilsner beer. Over time, it became the brewery's main product. Its importance increased after the Second World War, when the brewery came to be known informally as Safir Brewery, linking the producer's identity closely with the beer's name. The brand entered a new corporate phase in 1979, when Brewery De Gheest was taken over by Brewery Artois. Safir continued to be produced under the new ownership. In 1988, production was transferred to Leuven. The move was accompanied by a commitment that the brand would continue, although manufacturing was no longer based in its original Aalst brewery. Brewery Artois later became part of Interbrew. Safir remained in the enlarged company's portfolio as Interbrew developed into InBev and subsequently AB InBev. The brand maintained a loyal following in Aalst and the surrounding region, but its distribution and corporate prominence declined. It was not included in AB InBev's official brand list and was discontinued in 2013. In November 2018, Safir was temporarily returned to the market. The reappearance addressed continuing interest in the former regional beer but did not restore it as a permanent core brand. The limited release ended on April 1, 2019. Safir's documented history consequently ends with a short revival rather than a full return to ongoing production.

1. 2019Temporary revival ends

   The limited return of Safir ends on April 1, 2019.

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2. 2018Temporary market return

   Safir returns temporarily to the market in November.

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3. 2013Regular production ends

   Safir is discontinued after remaining outside AB InBev's official brand list.

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4. 1988Production moves to Leuven

   Safir brewing is transferred from Aalst to Leuven, with a stated intention to preserve the brand.

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5. 1979Brewery De Gheest is acquired by Brewery Artois

   The acquisition places Safir under the ownership of Brewery Artois while production of the brand continues.

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6. 1939Safir is introduced in Aalst

   Brouwerij De Gheest introduces Safir as a Belgian pilsner beer.

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A regional Belgian pilsner associated particularly with Aalst and its surrounding area.

• SafirPilsner beer1939

  Safir was a Belgian pilsner introduced by Brouwerij De Gheest in Aalst in 1939. It became the brewery's principal product and developed a particularly strong regional following in Aalst and nearby communities. After the brewery changed ownership and production moved to Leuven, the brand continued under the wider Artois, Interbrew, InBev and AB InBev corporate succession. Regular production ended in 2013, followed by a limited market return from November 2018 until April 1, 2019.

• 2018Temporarily return Safir to the marketProduct launch

  The former brand retained a loyal following in Aalst and the surrounding area.

  What changed. Safir was reintroduced on a temporary basis in November 2018.

  Aftermath. The limited release ended on April 1, 2019, without establishing Safir as a permanently active brand.

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• 2013Discontinue SafirStrategy

  Safir retained regional loyalty but was not included in AB InBev's official brand list.

  What changed. AB InBev ended the brand's regular production.

  Aftermath. Safir became a former Belgian beer brand until its limited return in late 2018.

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• 1988Transfer brewing from Aalst to LeuvenStrategy

  Following the acquisition of Brouwerij De Gheest by Brewery Artois, production arrangements for Safir were changed.

  What changed. Safir production was moved to Leuven, while the brand's continuation was promised.

  Aftermath. The beer remained within the portfolios of the companies that succeeded Brewery Artois, although its connection with the original Aalst brewery was reduced.

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• 2018Safir beer temporarily returns to the market

  The discontinued Belgian beer brand was temporarily reintroduced in November 2018. The return was scheduled to last until April 1, 2019.

  Product launchProduct generation
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• 2013Safir is discontinued

  AB InBev discontinued Safir after the brand had remained outside the brewer's official active brand list, despite continuing regional loyalty in Aalst and nearby areas.

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1. Safir (Belgian beer)