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Saint-Pétersbourg, passage obligé pour “La Fleurusienne”

Boum, le printemps est tombé de manière aussi brusque qu’inattendue sur Fleurus. En effet, au cours des dernières heures, la relance d’échanges commerciaux entre la Région Wallonne et les bords de la mer Baltique est confirmée. Et, plus précisément pour ce qui nous concerne, l’apport de fonds financiers spécifiques permettra d’implanter « La Fleurusienne » bien au-delà de notre frontière. 4e pôle économique de la Russie, Saint-Pétersbourg est une ville où la bière belge a forgé son rang, ce que l’on conçoit pour une ville où fonctionne « Baltika », le premier brasseur russe.

L’histoire de la bière belge sera longue, espérons-le, mais pour le moment et pour ce qui nous concerne elle est brève.

ImpressionC’est dans cette région, dans les années ’90, que la production brassicole belge a connu ses premières pulsions, d’autant plus naturellement que la mode des bars tchèques ou des pubs irlandais passait de mode.

La « classe créative » se cherchait alors de nouveaux lieux de convergence, ainsi fut créé un « restaurant à bière », le « Pivnoï restoran », où étaient proposés de nouvelles aventures gustatives, la moule – production nationale – de la mer Noire devenant un plat à la mode pour 8,90 € la portion.

Saint-Pétersbourg a donc connu l’ouverture du « Manneken Pis », du restaurant « Kwakinn » et le développement d’une chaîne « Kriek » en 2008, quelques mois après l’ouverture du « Flamand rose », mais surtout après que Alexeï Bourov et Pabel Kokkov – deux étudiants en école de commerce – aient ouvert « Le Trappiste » (qui proposent 13 bières pression, dont 10 belges), boulevard Radichtchev. L’addition de ces ouvertures a accentué le pourcentage d’hommes buvant de la bière à celui de ceux consommant de la vodka.

Et vint « La Fleurusienne »…

Par navettes aériennes (8 heures de vol), les moules de la Mer Noire arrivent régulièrement à Saint-Pétersbourg, où le plat est devenu national qui attendait en support une bonne blonde bien mousseuse. L’an dernier, en effet, les frères Leclercq ont brièvement reçu en visite au sein de la bouchonnerie un attaché de l’ambassade de Russie, venu se recueillir sur la tombe des cinq soldats russes inhumés au cimetière du Vieux-Campinaire (* travailleurs morts en 1943, intégrés de force par les armées allemandes dans les charbonnages de notre commune). D’une dégustation à l’autre… « La Fleurusienne » a donc capté les palais et un inespéré tremplin commercial s’est présenté à la bouchonnerie Leclercq. Des flux commerciaux solides s’étant installés entre les ports d’Anvers et de Saint-Pétersbourg , voilà donc le lancement la bière que nous aimons s’inscrire dans le cadre d’une « Stratégie 2030 » décrétée à Saint-Pétersbourg et vers la conquête des pays slaves, s’inscrivant en faux par rapport à la tendance baissière des échanges commerciaux entre la Belgique et la Russie, phénomène engendré par l’embargo russe décrété contre des produits européens.

Avec une nouvelle étiquette

Avant que le premier fût de « Fleurusienne » soit mis en perce sur le boulevard Nasdrovia, il faudra encore plusieurs mois de travail.

Néanmoins, si la production de ce délicieux breuvage connaîtra bientôt des développements industriels, la bouchonnerie Leclercq – qui honorera ses 100 ans en 2018 – en elle-même sera prochainement confrontée à une demande totalement inattendue, puisqu’elle dynamitera la production annuelle : l’an dernier, celle-ci s’élevait à 100 millions de bouchons (à quelques dizaines de milliers près).

Pour envisager cette phase commerciale, la réflexion doit être complète, c’est ainsi que Dom Verrasel, designer de formation, professeur de communication visuelle aux Beaux-Arts à Mons mais aussi président de « Soviet Bloem » – ça ne s’invente pas… – est occupé à la création d’une nouvelle étiquette, qui sera très probablement présentée d’ici quelques semaines dans le cadre d’un établissement fleurusien essentiellement dédié à la production brassicole.

Dom, futur héros des défilés sur la place Rouge ? Et pourquoi pas !! On l’image déjà sujet à toutes les convoitises de jeunes filles russes baignant dans un brassin de « Fleurusienne »… Gageons qu’il aimera cela le bougre !!

Tchin tchin, à « La Fleurusienne » !

(*) Jacob Ouchatoff, Jacow Bannikoff, Dimitri Yankoff, Afanazi Koutkier, Pitr Polovnioff)

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