How does it feel to help determine the daily course of a company as a young twenty-something? At 26 years old, Céleste Fryns has completed her first year as the fifth generation in the family business. She and her father have one goal: to restore the Fryns name to its former glory within the competitive world of spirits. A bold but beautiful ambition that our Hartenjagers are happy to support.
The story of Fryns Distillery reads like a great book. As early as 1887, Guillaume Fryns founded the eponymous jenever distillery in the heart of Hasselt. The brand gained fame across the country and survived two world wars, with the necessary reconstruction work along the way.
After an acquisition in the late 70s—and years later a move away from Hasselt—the fourth generation, Michel Fryns, seized the opportunity in 2018 to bring the distillery and the brand back home. Much to the satisfaction of daughter Céleste Fryns, who was expected to take on a role in the company after about ten years. Or at least, that was the plan.
‘It went a bit faster than expected (laughs). It was certain that I would eventually join the family business. As soon as the plans became concrete, I finished my studies in industrial pharmacy and went on to get a Master’s in General Management at Vlerick Business School to prepare myself for the business world. After a short first work experience, I was already back in Hasselt.’
‘I was given the opportunity to help shape the marketing and communication story of Fryns. My father finds it important to have someone by his side who is close to our products’ target audience. In fact, we have to start completely from scratch. With a new location, new installations, and new products.’
‘The old recipes still exist, as does the craftsmanship—which is unique here in Hasselt—but the end product is a completely new story. Just like our target audience, for that matter. Today, we target an audience aged 24 to about 50. The traditional stone jug and shot glass had to make way for our jenevers and cocktails in a fresh, new look. We often call ourselves the oldest start-up in the country. That sums it up quite well.’
A huge challenge at a fairly young age. How do you tackle something like that? ‘I am lucky, of course, that I can learn a lot from my father. I’m allowed to fall and learn to get back up myself, but I can always turn to him for advice and guidance. We have a unique and authentic story to tell, and I’m glad we can do it together.’
“As CEO, my father manages the daily operations; I try to learn as quickly as possible. For instance, I am a very analytical person; I need data to make decisions. But a start-up doesn’t always work that way, I’ve noticed. Sometimes you just have to make a call or you’ll miss the boat. You can always adjust later.”
‘My father is also someone who gives me a lot of space. Maybe even a bit too much (laughs). It’s a big responsibility to determine how we present ourselves as a brand. But according to him, I need that space to gain experience and learn to recognize situations and opportunities. So I trust him completely in that. Ultimately, we always make important decisions together.’
Nearly five years after the family business’s restart, ambitions are sky-high. ‘We want to put Fryns back on the map locally and nationally, but also internationally, and give jenever the high-end image it deserves. We realize it will take time and effort, but we believe in our family history, in our strong and unique foundation. The fact that we’ve already won a few nice awards gives us extra confidence.’
‘Moreover, we know that authentic stories have the power to connect people and brands. A nice anecdote: a while ago, my father got talking to Omer Jean Vander Ghinste, the manager of the popular beer brand. Just like us, they have existed since the late 1800s, the fifth generation is active in the company, and they can build on a rich history. Their success proves that real stories about real people behind companies work. They certainly enjoyed each other’s stories that evening.’
What role does Céleste Fryns see for herself within the family business in the coming years? ‘Marketing and communication take up almost my entire schedule today. I live and breathe it. I also do some sales, which I find the best way to stay in touch with the market. But in the long run, I certainly see myself helping with the general management. I might not be a typical entrepreneur yet, but I feel it’s definitely in me.’
‘What kind of entrepreneur would I be? Someone who mainly follows her gut feeling, I think, to make the right choices based on that. And hopefully also someone who can inspire people to follow the same vision and build warm, long-lasting partnerships.’
As a young entrepreneur in the making, does Céleste Fryns still have time for other things besides the job? ‘It’s simply a fact that the next five years will be incredibly important for Fryns. These are very crucial moments, so the company is constantly on my mind anyway.’
‘But I still try to set aside some time for relaxation now and then. Even then, I prefer to spend my time discovering new things. I’ve always found R&D fascinating, both during my pharmaceutical training and when bringing together new flavors and scents. Not just when it comes to jenevers, by the way; I also love to experiment while cooking for friends or family. Dining is simply one of my favorite activities. And a nice cocktail on the table is always welcome (laughs).’
‘The concept was there, but introducing a new product in a competitive market is anything but easy and requires a lot of focus. With eight employees and a growing budget, making the right choice at the right time is very important.’
‘So we turned to Expliciet to guide us through this. Especially in terms of creating extra reach and refining our target audience. We know who our ideal audience is, but how can we reach them in the most cost-efficient way so that we can grow and expand healthily?’
‘In that context, Expliciet mainly assists us structurally with online advertising, but they have also helped us, for example, to give our various products maximum exposure on our website. Now it’s a matter of continuing to take steps forward.’