The story of Fryns (+foodpairing!)

I’m always a sucker for a good story with an unexpected plot twist. Last week I was invited by Céleste Fryns, to visit the Fryns distillery in Hasselt. Fryns is an iconic brand, started in 1887. It was Guillaume Fryns who started a genever distillery in a building called “In ‘t Claverblad” in Hasselt, very close to the governor's building. Today, the clover image, which was present on that original building, is still the company logo.  

When Guillaume passed away, his sons Guillaume Jr. and Jules continued the activities. Guillaume Jr. added a malt- and ice factory and they also expanded with sales offices in Brussels, Antwerp, Ghent and Mons. These were the early days of logistics, driving their lorries for three days to get enough bottles to the sales offices. They spend lots of time creating great packaging and POP materials, to sell attractive products during the roaring twenties. 

During the second World War activities ceased because Jules refused to work with the Nazis. After 1945, he started rebuilding the company. The Fryns company kept innovating and was the first company to launch longdrinks and pre-mix cocktails. 

In 1979 the company was acquired by investors, who quickly shift it to Bruggeman, a large holding specialising in spirits and owned by the even larger group La Martiniquaise Bardinet. Later this group also acquired another genever brand, Smeets. A new plant was built near the ringway, but the Fryns brand moved to the Bruggeman HQ in Ghent. This was almost the end of a great story because Bruggeman marketed Smeets as their primary brand for ‘Hasseltse Jenever’. 

But blood is thicker than water. In 2017, Michel Fryns saw the opportunity to buy the bankrupt “Graanstokerij Wissels” and re-build the distillery on Hasselt soil. Soon after this event, he succeeded in acquiring the brand name from Bruggeman and he brought the company back to its roots. After 25 years Fryns is home again. Important fact: If you want to market your spirit as “Hasseltse Jenever”, the malt wine needs to be distilled on Hasselt soil. This is a protected origin.

In 2021, Céleste Fryns, fifth generation, joined the company. They now have a great dream to get Fryns and “Hasseltse Jenever” back on the map. They market genever as a versatile, tasty and Belgian top product. 

Genever has a public image which you might compare with Tequila. Everyone has this “mental image” of drinking these spirits as a shot. In the case of genever, it’s a shot often drunk by old men. But just like Tequila, this is also a fantastic spirit that can be used as a base for many delicious cocktails. For starters, in every cocktail that contains gin, you can replace the gin with genever. It will add an extra, extremely tasty layer… because of the malt wine, used in the production of genever. 

So yes, I also want to promote mixed drinks with genever and in the next weeks, months or even years you will see several mixed drinks with genever popping up on this blog. 

But for this article, I did something completely different. I remembered an old tradition, I picked up during my travels in Scandinavia. I served a bowl of freshly cooked soup of Belgian endives (Chicon/witloof), with a shot of Fryns Premium Jenever on the side. A match made in heaven. You can find the recipe for the soup on my better half’s foodblog, Tineke’s Cucina. 

Disclaimer: All pictures and texts are copyrighted by Geert Conard and Esito Management & Communications unless stated otherwise in the article. While some items might have been gifted by the producer or distributor, these are in no way paid promotions or recommendations.