Céleste Fryns

Ambassador of GOESTING

Céleste Fryns
Céleste Fryns
Destilería de ginebra Fryns

Céleste Fryns

"If there’s one person at the table who doesn’t drink alcohol, and their glass is the one being passed around for tasting, then you know your plan has succeeded." This is how Céleste Fryns describes it. She is the fifth-generation owner of the Fryns jenever distillery in Hasselt and, in keeping with family tradition, is a passionate innovator. After all, a jenever distillery pioneering non-alcoholic beverages is unexpected.

Mixing and tasting

The setting for the conversation is the Fryns distillery laboratory. "With a background in pharmacy, I feel at home here," Céleste laughs. Her technical background proves invaluable in distilling and developing layered non-alcoholic drinks. "In the lab, I mainly mix and taste. Chefs often send me their menus. I use our non-alcoholic spirits to create pairings tailored to the flavors on the plate. That's a part of my job that I really enjoy."

Robust Hasselt jenever with character

At Fryns, the centuries-old tradition of distilling and brewing is honored in various ways. "We still make Hasselt jenever. Our distillery still houses three authentic installations, including copper kettles. Hasselt jenever is a protected product. The malt wine used to make jenever must be brewed in Hasselt from barley and rye. This gives it a robust, full-bodied character. Our ambition is to rid jenever of its old-fashioned reputation. It’s an incredibly versatile spirit that works beautifully in cocktails. Let our national pride speak for itself by ordering a jenever and tonic at the bar." 

Artisanal non-alcoholic spirits
 


"After the Smeets distillery owned the Fryns distillery for a few decades, our family regained ownership of the Fryns name and the old equipment. It was an emotional moment, especially for my father, who had missed the craft ever since the sale." In 2021, Céleste joined the business. She decided to focus on artisanal non-alcoholic spirits. "We were highly motivated to develop something new, just like our ancestors, who were very innovative in creating new flavors and recipes." 

Céleste Fryns (3)
Woman in a blue suit poses by large copper stills and industrial piping in a factory hall.

Capturing flavour

The biggest challenge was giving a non-alcoholic drink the same complexity and body as a classic glass of wine or cocktail. "Alcohol is a carrier; it provides a solid base and finish. In the early days of non-alcoholic beverages, sugar was often used to create that sense of body. We explicitly don't want that. Fortunately, we have an authentic distillation machine at our disposal. For our jenever, we distill herbs in alcohol; for our non-alcoholic beverages, we distill herbs in water. This method doesn't work with every spice. Juniper berries, for example, don't release their flavor during water distillation. However, we discovered that celery seeds give off a phenomenal aroma. Distillates alone are not enough, so we also use steam infusion. This technique briefly exposes the ingredients to a high heat, which is effective for capturing the spiciness of ginger. We also use glyceration, which is the non-alcoholic counterpart to maceration. This cold method captures more delicate aromas. Combining these three techniques allows us to create complex drinks." 

A new chapter in our drinking culture

The first two non-alcoholic spirits that they brought to market were Fryns Spice 0% and Fryns Herbal 0%. Fryns Spice 0% is an approachable blend of citrus, ginger, and red chili pepper. Fryns Herbal 0% is a spicy blend of celery seed, ginger, lemon, and mint. "We deliberately do not replicate the flavor profiles of existing drinks. Non-alcoholic drinks are a new chapter in our drinking culture. It is important that we develop our own language and categories. If we keep comparing them to alcoholic drinks, we limit ourselves." 

"We were highly motivated to develop something new, just like our ancestors, who were very innovative in creating new flavors and recipes." 

‘Ready to serve’

In addition to the non-alcoholic spirits, two “ready-to-serve” drinks have recently been added to the range. "We developed Alfrie together with sommelier Tom Ieven. He was working at Maison Colette when our collaboration began. He felt there was a need for a tasty, local wine alternative. For the Red Love version of Alfrie, we use the juice of local Red Love apples, which give it a beautiful color thanks to their red flesh. The juice is acidified with fresh raspberries and given a fresh spiciness from cardamom. We also add our own Fryns Spice 0% for a long finish. We also have a white version based on Elstar apples. With these elegant drinks, we strike a balance between simplicity, accessibility, and flavor intensity." 

Non-alcoholic distilling: a natural next chapter

What makes Fryns special is its commitment to innovation grounded in tradition. Céleste draws on the same craftsmanship that has been passed down for five generations for her non-alcoholic drinks. In that sense, non-alcoholic distilling is not a break with tradition but a logical next step and a new chapter. 

Céleste Fryns (2)
Woman in a blue suit stands in an industrial distillery next to copper stills and a large black tank.

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