When Omer Vander Ghinste started brewing in 1892 in the beautiful West-Flemish village of Bellegem, brand names did not yet exist. He promoted his beers by placing stained glasswindows with the words “Beers Omer Vander Ghinste” in the front windows of the pubs. As these windows were very expensive, it was no option to replace them at every change of generation. Therefore every firstborn son was baptised ‘Omer’. A smart move, with an unexpected effect. A tradition that is still kept alive today, 130 years and 5 generations later.