In 1980, Toon Denooze and Moniek Van Liefferinge opened a café specialised in Belgian beers, in the Rokerelstreet, Ghent. Moniek came up with the name 'Hopduvel', a term which originates from the mythology concerning the growing of hops in and around Asse. Somewhat later, ending 1982, the Belgian regional beers were experiencing a strong boost, and also as a result of the growing consumption at home, Toon and Jaak Denooze and Marc Van Liefferinge saw an opportunity to start a depot in beers and alcoholical beverages also called 'the Hopduvel'.
At the same time, Toon was experimenting in his new home-brewery, next to the café, with the aid of brewer/teacher Frank Wuystenraedt. Several recipes with different combinations of herbs were tried. This eventualy resulted in a beer named "Stropken", from then on brewed on a larger scale by the brewery "het Hamerken" in Brugge. Later, less and less herbs were used, and the brewing was trusted to Michel Slaghmuylder. In the late 1980's, the production of "Stropken" moved to brewery Van Steenberghe.

Jaak started a café called "the pikardijn" in Sint-Lievens-Houtem at the end of 1984, and therefore left the Hopduvel in 1985.

In 1985, the depot expanded by purchasing and old factory located on the Coupure, which used to be the famous steam-engine factory "Van Den Kerchove". The authentical and charming buildings appeared, after restoration, to be an ideal and cool place for storing beers and wines.

In the mean time the Belgian special beers were booming, both in quality and quantity of sorts, although not every newcomer was as original as the next. Several new kinds of fruit-beers were released (kriek, framboise, cassis, peche, etc.) and with that a slight deterioration of the Belgian taste-patrimonium, wich is and has been unique in the world, was noticed. More so, encouraged by the apparent succes of this new sweetness, other regional beerbrewers settle to join this new trend. A second tendency that poses a threat to the authenticity of the special beers, has been the growing monopolisation of the Belgian beer market. Today, the group 'Inbev' has an actual monopoly on the Belgian beer market.

Fighting for the survival of "the Hopduvel" as traditionalist of the Belgian beers, the idea grew to brew more different beers of our own brand, and to address therefore some small, high-quality breweries.
In 1989, 'Chateau des Flandres' came to life, a brown aromatic beer with an alcoholpercentage of 8%, followed by 'blondine' and brunette', resp. blond and brown beers, strongly hopped, 9%alc.vol. The brewing of these beers was enthrusted to 'Bios' in Ertvelde. Because of modest commercialisation , these brands have known a slow but steady growth. Lots of opportunities were created to make it possible for the public to influence the taste and quality of the beers.

Experience over the years, combined with the knowledge that both a beers name and quality are defining for it's succes, resulted in the creation of the 'Gentse tripel'. 'Tripel' because it was decided that it should be a blond beer with an alcoholic percentage that is quite high, but also because it appeared that this name stands for quality and taste, as opposed to other typical names like 'artisanal' or '...', in which the consumer has lost his faith. The most important cultural and festive event that takes place every year in Ghent, is undoubtedly 'the feasts of Ghent' (Gentse Feesten). Therefore, the link Gent - Gentse feesten - Gentse tripel, was hard to miss..
Depot "de Hopduvel" is a KMO which cannot afford a large publicity campaign, therefore we chose for a trial-and-error mouth to mouth publicity, which was guaranteed around the St-Jakob's cathedral during the festivities.

To ensure that customer could also enjoy a bodyful lagerbeer at a low price, in 1990 'Hoppe pils' was called into life.

In 1993, Marc Van Liefferinge obtained full ownership of depot 'de Hopduvel', of which he had been the inspiration and driving force since 1982. Now he runs it together with his wife Carine Deledicque.

The 1990's brought change in the number of breweries, which had been diminishing throughout the whole 20th century. More and more young brewers initiated small breweries, a phenomenon we cheer upon, because it is a start in forming a counter-weight against the mega-breweries such as Inbev, who prefer growth over beerculture.

In 2007, Ignace Deprez was hired, a selfmade oenologist with an astounding knowledge of Belgian beers. He is the man to address if you have any questions about taste, sorts, origin, etc.

The growing interest for brewing at home, has convinced us to expand our gamma with some basic products and utilities. Trough our ordering-service you can also order anything a beerbrewer or winemaker could ever need.
Also take a look at www.brouwland.be