A Moroccan Transforms a Racist Slur Into a Successful Beer

Arriving in Belgium in 1998 to study architecture, Yassine Kouysse sought to build a bridge between his adopted homeland and his Moroccan roots. After two years of testing in his garage, he commercialized in September 2021 a triple beer with subtle notes of oriental spices. Its name? "Marlouf," a well-known slur on Belgian soil, but which means absolutely nothing in Morocco. Today a consultant for the company Fluxys, the creator fully embraces this approach. "I deliberately wanted it to be provocative," he explains, eager to spark a healthy debate in which the product’s quality ultimately eclipses the racist cliché.

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While the national brewing sector proves particularly difficult to access, the bottle has nonetheless managed to carve out a place on the shelves of Carrefour and Ekivrac. It is internationally, however, that enthusiasm is most spectacular. As a DHnet report highlights, the brewer amuses himself with a paradoxical situation: "I’m drunk more in Barcelona than in Nivelles," his own municipality. Morocco has indeed established itself as the brand’s leading importing country. To sustain this pace, production left the Ghent region for the Kluiz brewery, located at the foot of Mont-de-l’Enclus.

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Riding this momentum, the artisan is now multiplying projects and launching "Babouche," a lighter variation at 5.5% alcohol. A recent collaboration during a festival in La Ciotat also gave birth to "La Fraîche du Panier," a refreshing beer that could soon be offered in cans. While still seeking the necessary funds to develop a gin with blueberry and orange blossom flavors, Yassine Kouysse must simultaneously protect his enterprise. Legal action has been taken against a counterfeit dubbed "La Berbère," which recently appeared on the market to capitalize on his original concept.

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