Catalogue no. BBG137
Glasses
Exhibit information
Beer style Pils A pale, crisp and refreshing lager, typically light in strength with a clean character and lively carbonation.
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Explainers Glass style Flute A tall, narrow glass designed to showcase a beer's clarity and lively bubbles while helping retain its carbonation and foamy head.
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Explainers
Capacity 25cl
Manufactured 2018 Curator’s Notes This elegant flute-like glass was created for Jupiler Pure Blonde, a lighter variant of Belgium’s best-known lager brand. Unlike the familiar red and white Jupiler identity, this glass adopts a more restrained and refined appearance.
The tall, gently tapering bowl and narrow base create a delicate silhouette, while the gold rim adds a subtle touch of distinction. The vertical “Pure Blonde” lettering dominates the front of the glass, accompanied by a symmetrical decorative motif below. The design appears somewhere between stylised leaves, wings and perhaps two figures meeting at the centre. The same design appears as a nucleation point at the bottom of the bowl.
Pure Blonde was launched in a changing beer market, offering a lighter alternative within the Jupiler family. The glass therefore captures the evolution of one of Belgium’s largest beer brands: an attempt to create a different identity while remaining connected to an established name.
The name itself is intriguing: in Belgium, 'blond' is both a colour and a recognised beer style, but here it was used in a more international marketing sense — signalling lightness and accessibility rather than a Belgian Blonde Ale.
Unlike many glasses in the Museum, this one does not represent a historic beer tradition or a long-established style. Instead, it records an evolving chapter in Belgian brewing showing that even the largest breweries continually experiment.
