Some years ago - 2006 IIRC - 5 American brewers came to Belgium, because of the Zythos Beer Festival, and because of their plans about brewing Belgian (-style) beers. And because they just LOVE gueuze and lambic, they let Kuaska, the Prince of the Payottenland, lead them around that beautiful part of our country. Of course, inspiration was a large part of the deal, and Tomme Arthur, Adam Avery, Sam Calagione, Vinnie Cilurzo and Rob Todd agreed that one of the results of their famous trip, was going to be a beer.

The kind of beer was easy. What they were drinking, what they loved and discovered was the model. And, having tasted their brainchild recently (it was launched at a dinner at Port Brewing, in the week of the Brewers' Convention in San Diego), I must confess it has a very convincing Brett/lambic character. Whatever beer it might be, a beer needs a name. And not surprising, the name presented itself during the Belgian stay.

Because, here were five American brewers, desperately trying to figure out how to communicate with the homefront, not to mention with each other, when they got out of each others' sight in the wilds of the Payottenland hills. And on those mobiles, at every turn, the same message appeared on their little screens:

Now, anybody over here knows enough Dutch to know that: a) "bel" means "ring" (or "use" in this case), whilst b) "Proximus" is the phonecompany/server that is omnipresent everywhere in Belgium. BTW, if we listen to Babbler Dick, the name was inspired by a certain American technician, working for Belgacom in those days…

So, soon they started to give each other cryptic allusions in the trend of "How's your Bel Proximus", and "Oh, mine works fine", or rather "My Bell Proximus s*cks"… And the whole trip started to wear the sign of "Bel Proximus". So, upon returning, the beer being brewed, with all vessels reaching San Marcos at Tomme's place, the name of the beer was readily found: "Bel Proximus".

Now isn't THAT a nice name for a prime blossom of a beer? Whaddayatought. Even before its official Christening, the young lady had to be bastardized. By care of the lawyers of one Larry Bell (of Kalamazoo fame, but don't say that, or he picks one of his rages), who sent a 'cease and desist' message. No Bel Whatsoever. So, now she goes under the shaming alias of "Isabelle Proximus"…

Bell's brewery makes real fine ales (I had the honour to taste the last one, only a day after the tasting of "Isabelle"), which is no surprise, since they are the work of masterbrewer John Mallett, who, incidentally, is one of the finest tasters I've ever experienced. At a visit of the Joris Cellar, one day, he amazed me with some observations that phenomenally hit the mark, leaving me with the idea "Now why didn't I taste that immediately, it's so obvious?!". No wonder Bell's beers have to fear no other.

Which makes it all the sadder, that such a brewery can show itself in such a paltry way. As said, I like John Mallett and his beers. As I like those of Tomme, Vinnie, Sam, Adam and Rob.

But I'm fully prepared to utterly dislike Larry Bell.

Joris

21st April 2008

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