Tout Bien
About this Brewery
Tout Bien is a Belgian beer brand created by internet personality Average Rob—Rob Van Impe—with his friends and business partners Gilles Mattelin and Emiel Huughe. Conceived in 2021 and launched commercially in 2022, it was intended as a playful alternative to the solemn heritage and premium imagery commonly used to advertise pilsner.
Tout Bien describes its original beer as an “Average Belgian Pils”: an accessible 5.2% lager designed for informal drinking rather than connoisseurship. Its exuberant slogans, cartoons and merchandise form an important part of the brand’s deliberately irreverent identity. The first online release sold out within hours, and a subsequent agreement with Delhaize quickly placed the beer in supermarkets throughout Belgium.
Tout Bien does not operate its own brewery. Its beers are produced under contract by Brouwerij Martens at Bocholt, one of Belgium’s largest brewing businesses. The range expanded with the cherry-flavoured Tout Bien Rouge in 2024 and a non-alcoholic pils in 2025.
Brand address: Tout Bien, Akkerstraat 12, 9090 Merelbeke-Melle Brewed by: Brouwerij Martens, Bocholt