Catalogue no. BBG102

Jupiler

Red label

Brewery: Brasserie Piedboeuf (Jupiler)
Beer style: Pils
Glass style: Pilsner
Capacity: 33cl
Place: Liège (Wallonia)
Manufactured: 2010

Curator’s Notes

A more modern expression of the Jupiler glass, marking the brand's move away from its earlier yellow-and-black identity towards the now-familiar red. The tall pilsner form remains conventional, with a heavy base and ribbed lower glass giving the otherwise straightforward vessel greater visual and tactile weight.

There are, however, some easily missed details. On the reverse, “TAURO” — meaning “bull” and an apparent reference to Jupiler's familiar bull emblem — is embossed vertically into the glass, reading upwards from the base, with a much smaller “Jupiler” running horizontally across the final O. The red bull motif is also embossed into the foot, gradually revealing itself to the drinker as the beer disappears.

Seen alongside the earlier yellow-label glasses in the collection, BBG102 illustrates the evolution of Jupiler's visual identity particularly clearly: the fundamental pilsner form survives, while yellow gives way decisively to the red branding now so closely associated with the beer.

Jupiler

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