Bronze medal for brand new Primus 2.6 at Brussels Beer Challenge
Boortmeerbeek, November 18, 2025 – During the 14th edition of the Brussels Beer Challenge beer competition, Primus 2.6 immediately wins a bronze medal in the ‘Light Lager’ category. Primus 2.6 is an innovation from Brouwerij Haacht and a completely new category of lager in our country. The innovation is part of the renewal of the authentic Primus lager and the accompanying expansion of the range to include an alcohol-free Primus.
A wider range offers consumers a Primus for every moment
"We are reintroducing the authentic Primus to the market with a fresh perspective and expanding our pilsner range with Primus 2.6 and an alcohol-free Primus. Primus 2.6 offers consumers a full pilsner experience in terms of taste with almost half the alcohol content. By broadening our range, we are giving consumers more choice. Whether you want to drink alcohol-free, consciously reduce your alcohol consumption, or simply look for a familiar lager, there is now a Primus for every moment. We felt it was particularly important to retain the character and fullness of the authentic Primus. We are proud of this result, because this recognition shows that Primus 2.6 has literally won over an international jury of experts. It is an important acknowledgment of the commitment and dedication of our teams to innovate with delicious, high-quality pilsner varieties," explains Séverine Distave, Chief Marketing Growth Officer at Brouwerij Haacht.
Full authentic taste, half the alcohol
Primus 2.6 has a slightly malty nose. The refined hop aromas and beautifully balanced bitterness create a refreshing and light beer that has the same character as the authentic Primus. Incidentally, the latter continues to be brewed according to the original recipe and genuine brewing traditions. With a large-scale campaign called ‘Whatever you go for, it starts with a Primus’, Brouwerij Haacht, together with its local hospitality partners, is fully committed to promoting the authentic pilsner brand and wants to appeal to more consumers.
At this 14th edition of the Brussels Beer Challenge, an international jury of experts will judge 1,700 beers from 35 countries. Most entries come from Belgium (420), followed by Italy and China. Non-alcoholic beers now account for more than 100 entries, divided into four categories.
About Haacht Brewery
Haacht Brewery is an independent Belgian family brewery that employs around 360 people. Its main activity is providing a total service to more than 6,000 hospitality establishments, both for the domestic and export markets. Haacht Brewery also distributes its beverages through partnerships in the retail market. The best-known beer brands in its range are Primus, SUPER 8, Tongerlo, Ommegang, Charles Quint, and Mystic.
More info on Primus → www.primus.be
More info on Brussels Beer Challenge → www.brusselsbeerchallenge.com
Contact
Philippe Michiels Communications Manager press@haacht.com