Experience Tour Rodenbach Brewery

Client

Swinkels Family Brewers

Task

Guide a process to arrive at an interactive experience tour

Result

Experience tour opened October 2024

Roeselare (Flanders - Belgium)

Rodenbach Brewery was founded in 1821 by the Rodenbach family. The brewery uses a unique brewing method that dates back to the early Middle Ages. Young beer is mixed with matured beer, which is matured for up to two years in enormous wooden barrels (foeders). The cellars in which the foeders are stored (the foeder halls) are impressive and have been designated as Flemish heritage. The foeder halls contain a total of 294 oak foeders, the oldest of which date from 1872. An impressive sight. It is not without reason that these foeder halls are called the ‘beer cathedral’.

The question

Brouwerij Rodenbach organises daily guided tours for visitors. During a tour, visitors will pass sights of the brewery complex such as the brewing hall, the old malthouse and distillery, the malthouse and the foeder halls. The brewery wanted to enhance the experience and visitor experience for new target groups. To achieve this, the aim was to upgrade the existing guided tour with experience elements. In addition, they wanted to offer visitors the opportunity to develop their own beer taste in an interactive way. Finally, they wanted to further develop the existing visitor centre. DestinationX was asked to supervise this process.

Our approach

At the start of the process, we drew up a clear briefing in which all the brewery’s ideas and wishes were clearly presented. We also set priorities in this briefing, so that it would be clear what the minimum delivery had to be. We also helped think about the concept of the experience tour and which components could be included in it.

This briefing was submitted to a scenographer who developed this into designs. We guided the process in broad terms and guided the communication and coordination with important stakeholders (such as the City of Roeselare, Westtoer and Tourism Flanders). We also ensured that the project continued to meet the frameworks set by the subsidies granted. We also fulfilled a role as a sparring partner for the brewery in this project.

In order to visualise all the brewery’s ideas and ambitions, we drew up an ambition plan together with the brewery. This can be used as a tool for future plans and phasing of investments.

The result

The first components were delivered in May 2024. The former visitors’ centre was transformed by the brewery into Het Foederhuis. This location has undergone a major upgrade, including a brasserie, shop and ticket counter. The experience tour opened in October 2024.

The experience tour opened in October 2024. Components of this tour are:

  • A visit to the modern brewhouse with a panoramic view of the malthouse and the Old Brewhouse.
  • A new introductory film with Sebastien Dewaele and several lighting effects during the film that highlight historical objects (such as one of the first flags of Belgium and Alexander Rodenbach’s blind map).
  • The panels in the distillery have been replaced by a touchscreen with ‘did you know facts’. Sebastien Dewaele also plays a role in this.
  • A light and sound show when entering the foeder rooms.
  • A sound effect at the so-called ‘manhole’.
  • A projection performance in foeder room 10 in a half-open foeder. A tasting moment of the unadulterated beer at a foeder.
  • The ‘triangle’ space is decorated with old advertising expressions and signings.
  • It is possible to take a photo afterwards and have it printed as a label on a bottle of Rodenbach.
  • Some adjustments have been made with regard to the accessibility of foeder rooms 1 to 3 and there is a special video tour for visitors with a disability.
  • Blend Your Own: a workshop where it is possible to get started and blend beers yourself. The workshop takes place in an impressive foeder room.

With all these developments, Brouwerij Rodenbach offers a special and distinctive experience compared to other breweries. But the potential of the location is many times greater. For example, the historical buildings offer space for new experiences and functions. That is why we have also drawn up an Ambition Plan in which we have listed all the plans and ideas for further development of the brewery.

In the media

VRT Nieuws: Brouwerij Rodenbach uit Roeselare stelt nieuw bezoekersparcours voor: “Je kunt hier je eigen bier blenden”

Het Nieuws van West Vlaanderen: Nieuw belevingsparcours van Rodenbach in Roeselare toont wat prikkelend biertoerisme is

Het Laatste Nieuws: Bij Brouwerij Rodenbach kunnen bezoekers nu ook hun eigen biertje samenstellen: “Voor het eerst kan je onze brouwzaal bezoeken”

Nieuwsblad: Uniek belevingsparcours zet brouwerij extra in de kijker: “Je kan nu ook je eigen Rodenbach blenden”

Focus-WTV: Roden­bach heeft een nieuw bezoe­kers­par­cours, je mag er je eigen bier samenstellen