Alken-Maes x KMSKA: mastery forges connections
At first glance, the worlds of museums and brewing may seem far apart. Yet, according to CEO Kenny Willems, they have more in common than one might expect. Mastery is at the heart of both artistic creation and brewing craftsmanship, while bringing people together through shared experiences is something both organisations excel at. In this interview, Kenny Willems explains why Alken-Maes chose to embark on a long-term partnership with KMSKA.
With nearly fourteen years of experience at Alken-Maes, CEO Kenny Willems knows the company inside and out. Having held various roles in transformation, trade marketing and the hospitality division, he has been leading the brewery as CEO for almost a year. He sees the collaboration with KMSKA as a natural fit, bringing together the passion for art shared by him and many of his colleagues with the company’s core values. "Like the museum, Alken-Maes is entrepreneurial, innovative and forward-looking. I never get bored in my job because we are constantly exploring new ideas and developing new initiatives. This partnership with KMSKA is a perfect example of that," Willems says enthusiastically.
Brewing beer and creating art: shared mastery
According to Willems, the connection between a perfectly brewed pilsner and the world-class art on the museum’s walls is stronger than one might think. After all, both worlds rely on uncompromising craftsmanship and a relentless pursuit of excellence.
"KMSKA presents art at the very highest level, yet remains accessible," he explains. "That is exactly what tasting a Cristal pilsner should be like. Pilsner is the most delicate beer to brew. You cannot hide behind a high alcohol content or a distinctive flavour. A pilsner has to be remarkably consistent. In a way, it’s similar to art: every brushstroke matters. Once the artist decides a work is finished, that is the final result. Any deviation would compromise its integrity."
The power of people
Behind every refined end product stands an entire chain of passionate people. In the case of pilsner, this includes the farmer, the master brewer and the bartender. Similarly, every artwork displayed in the museum is the result of countless hours of dedication and expertise. "In both cases, it's all about people," says Willems. "Human connection is essential. There is no room for silo thinking." The brewery therefore supports football matches and music festivals with the same enthusiasm and now extends that commitment to art, recognising that today's audiences increasingly seek meaningful, high-quality experiences.
"Someone who watches a football match one day may be wandering through KMSKA the next," he observes. "The fact that Alken-Maes is present in both environments reinforces our identity as a connector and a partner in creating memorable experiences."
Out of the ordinary
Exactly how Alken-Maes will bring the partnership to life is still being carefully considered, but Willems is confident it will result in an inspiring exchange that appeals to both beer lovers and art enthusiasts.
"Our partnership offers a unique opportunity to strengthen relationships with our partners while engaging consumers in an unexpected way," he explains. "For example, we recently launched a successful collaboration with the Antwerp clothing brand STRØM, featuring high-quality T-shirts printed with iconic artworks reimagined with a Cristal twist. As you can see, we like to think outside the box." (laughs)
The partnership will also involve Alken-Maes employees through ticket giveaways and guided museum visits.
Depth in simplicity
As an art enthusiast, Kenny Willems visits KMSKA regularly. The exhibition dedicated to Jef Verheyen resonated with him on a personal level. As a student, he purchased a silkscreen print by the Antwerp artist, whose work continues to inspire him today.
"Jef Verheyen is a fascinating artist," he says. "At first glance, the works appear simple, but they are anything but. They seem to evoke a sense of infinity. The longer you look, the more you discover. That combination of simplicity and depth is what draws me in. It was wonderful to rediscover his work here."
Under the brewery group's motto, "We brew the joy of true togetherness," Alken-Maes will further shape the partnership alongside the KMSKA team. Willems is full of praise for that collaboration. "They think creatively with us and demonstrate that a true partnership is built on genuine interaction and mutual commitment," he concludes.
