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LiefmansMadame Rose adorns new Liefmans Fruitesse label

This formidable woman of 88 is passionate about Liefmans beer. Her name? Rosa Merckx. The fiery Madame Rose led the way in creating the current flavours in the Liefmans range of beers. Her portrait makes a stylish addition to the label of the new Liefmans Fruitesse.

The portrait of Madame Rose on the labels of Liefmans Fruitesse is a tribute to the first female brewmaster in Belgium.

Rosa Merckx has been at the helm of the brewery for approximately forty years and laid the foundations for the current flavours in the Liefmans range of beers. Her passion and know-how made Liefmans the quality beer that we enjoy today. Liefmans is still Rosa's passion – hardly a day passes without her visiting the brewery in Oudenaarde.

“Beer has a soul,” says Rosa. “Good beer tastes ever so slightly mauve. Bad beer tastes blue. A French professor told me that a long time ago.” Rosa Merckx has met all the greats over the course of her career, including King Leopold III and King Baudouin. “Leopold III was a great fan of Liefmans,” she says. “I often received orders for him late at night. Three crates of Goudenband and three crates of Kriek. Six crates for Mr the Third.” Madame Rose loves Liefmans – and we love her too!