Six-hundred years ago in a tiny village in Belgium, the Hoegaarden story began. Centuries later, what remains is a unique and quirky history that most brands dream of, a commitment to natural ingredients, a unique brewing process, and a product that continues to be celebrated for its quality and refreshing taste.
Even in the middle of the city or in an industrial setting, opening a bottle of Hoegaarden is like tapping into a refreshing moment of nature.
Say hello to Greenhouse by Hoegaarden – a verdant, beautiful space that appears in the most unexpected of urban settings – tucked in between buildings, on an otherwise undeveloped rooftop, or on the pier of an industrial shipping zone.
The experience builds on the essential tension between the wild & natural and the structured & industrial. Here, lush, untamed greenery is set against modern elements and skeletal structures. Vines snake over and around contemporary fixtures. There is a sense of experimentation, curiosity, and discovery.
Be an airy restaurant oasis amid the bustle of an urban environment.
Juxtapose structural elements and greenery.
Inspire a sense of creativity, curiosity, and discovery.
Bring the gaarden to life.
Hoegaarden on tap, in our signature white font, with infusions, cocktails, Hoegaarden 0.0, and other Belgian-inspired beverages including well drinks, wine, and cider.
A menu that is simple, fresh, and casual. Inspired by the flavors of Hoegaarden, the menu features organic, natural ingredients that pair perfectly with Hoegaarden beverage creations. Dishes feature local ingredients, are shareable, ingredient-forward, and highlight herbs and natural fruit flavors.
Brunch as a key occasion.
Botanicals that define the experience - visually and sensorially.
Music played in the Greenhouse that embodies the light and airiness of the space while incorporating hints of psychedelia that speak to the bohemian spirit.
Programming that reinforces the space’s sense of experimentation and discovery - including things like “grow your own” workshops, beer cocktail basics classes, and surrealist movie nights.
A setting and experience that embodies the Hoegaarden spirit, not only through direct brand references and through the natural, effortless vibe, sense of being surrounded by nature, and feeling of freedom and discovery it delivers.
Greenhouse by Hoegaarden delivers a relaxed, upbeat setting perfect for casual get-togethers, drinks with friends, or a sit-down dinner. Its vibrant bar, table games and activities mean conversation and socializing comes naturally.
With its hanging greenery, green walls, and lush floral environment, Greenhouse by Hoegaarden embodies the brand’s refreshing, natural spirit.
Stepping into Greenhouse by Hoegaarden, guests will feel truly transported from the hectic and stressful urban environment. It’s as if they have stumbled upon a secret garden – relaxed, upbeat, and rejuvenating.
From the surprising contrast of its setting to the infusion towers to fun, unexpected service moments, Greenhouse by Hoegaarden delivers a sense of discovery throughout the experience.
Everything served at Greenhouse by Hoegaarden, beer, cocktails, or food – has one thing in common: A commitment to using the freshest, highest-quality ingredients possible and letting them shine.
We’re building a lasting company by brewing beer and brands that continues to bring people together now and for years to come.
With centuries of brewing experience, we’ve seen countless new friendships, connections, and experiences built on a shared love of beer. Everything we do drives us towards our dream of bringing people together for abetter world.
Apply today to become an AB InBEV franchise partner and we’ll be in touch soon to discuss your application.