Trademark application for 'Molenbeek' beer brand

An Italian photography teacher in Belgium is trying to launch a beer and soft drinks brand called Molenbeek - and hopes to donate any profits to cultural events for the local community.

Paolo Pellizzari has applied to use Molenbeek as a trademark for his project, which came after a discussion among friends when the commune hit the headlines immediately after last November's terror attack in Paris.

La Capitale newspaper reports that he is making good progress and hopes to sell a first batch of about 500 collector's item Molenbeek drinks at a local event before the end of this year. A search of the official Belgian trademark register shows no sign of the brand yet.

Pellizzari, who lives in Lasne and teaches at La Cambre arts school, admitted that his project was "mainly for a laugh" - but also aims to give a more positive image to the commune and promote culture.

Molenbeek town hall is disappointed that it was not consulted about the idea. Council officers found out earlier this year that the trademark application had been made. "We will make a further statement when we know more," a spokesperson told La Capitale.

Meanwhile, Pellizzari has reportedly found a brewer to make the Molenbeek beer - and graphic designers to work on the bottles.

"The beer will be easy on the palate," he told La Capitale. "It won't taste like a Pils but it won't be too strong. I'm getting there with the soft drink - I've not yet found a producer, but I'm not too worried. Ideally I'd like a tea with ginger, cumin and honey."

He hopes local residents will become ambassadors for the drinks brand and help shape its future - with the products evolving each year and being sold at local cultural events.