BIRMINGHAM, AL — April 29, 2026 — In a strategic move that signals a significant shift in the Southeastern beverage landscape, Buffalo Rock Company has announced an exclusive international partnership with Belgium’s Brewery Martens to launch Martens BeLite. This landmark debut marks a major expansion of Buffalo Rock’s presence in the alcohol space, leveraging its deep distribution footprint to introduce a premium Belgian light beer developed specifically for the American market.
The launch represents a unique “Domesticated Import” positioning—bridging the gap between the crafted quality of European imports and the familiar ease of domestic light lagers. As the U.S. industry continues to see the prominence of light beer and a shift toward wellness-conscious consumption, BeLite offers a high-flavor, 4.2% ABV profile with just 90 calories and 2.2 carbs.
“We have spent nine generations perfecting the art of Belgian brewing, and we believe the Southern U.S. is the ideal proving ground for this category-disrupting product,” said Martens Brewery CCO Bob Martens. “The vibrant energy of this region reflects the same light and refreshing quality we have captured in BeLite. In partnering with a storied, family-owned business like Buffalo Rock, we are bringing world-class Belgian craftsmanship to the everyday American leisure experience.”
The partnership is the result of a 15-year vision held by Buffalo Rock President and CEO Matthew Dent. After visiting the Martens museum in Belgium over a decade ago, Dent recognized a parallel between the two family-owned organizations. Once Buffalo Rock expanded into alcohol distribution, the Martens family developed the BeLite product in just six months to meet the specific trends of the U.S. market.
“Both Brewery Martens and Buffalo Rock are family-owned companies with deep-rooted legacies of independence and quality,” said Matthew Dent, President and CEO of Buffalo Rock. “After fifteen years of inspiration, seeing BeLite hit stores is a milestone for both families. By combining nine generations of Belgian heritage with our regional distribution expertise, we are meeting the industry shift toward lighter beverages without sacrificing the craft experience drinkers expect.”
Industry Impact & Product Profile:
Category Disruption: A heritage European brand adapting to U.S. trends by entering the high-volume light beer sector.
Strategic Partnership: Exclusive U.S. distribution through Buffalo Rock, one of the nation’s largest privately held, family-owned distributors.
Wellness Alignment: Optimized for health and wellness trends with 90 calories, 2.2 carbs, and a gluten-reduced profile.
Versatile Packaging: Available in a shareable 8-pack of 11.2 fl oz cans and a 19.2 oz single-serve can.
Regional Hook: Focused entry into the Alabama, Florida, and Georgia markets, targeting 4.2 million adults within the distribution footprint.
Media Availability & Assets
Bob Martens and Matthew Dent are available for interviews regarding the strategic move into the alcohol space, the 268-year history of the brewery, and the technical development of BeLite for the U.S. market. A comprehensive Martens BeLite Fact Sheet, high-resolution trade assets, and product samples are available for industry media upon request.
About Martens BeLite
Martens BeLite is the first light beer to combine nine generations of Belgian brewing expertise with a familiar, easy-drinking experience. Brewed by the Martens family in Bocholt, Belgium—brewers since 1758—BeLite is crafted for life’s everyday moments, offering a premium import quality with 90 calories and 2.2 carbs. Learn more at martensbelite.com.
About Buffalo Rock Company
Headquartered in Birmingham, Alabama, Buffalo Rock Company is one of the nation’s largest privately held, family-owned Pepsi-Cola bottlers and a premier beverage distributor in the Southeast. With a legacy of innovation and community partnership, Buffalo Rock serves as the exclusive U.S. distribution partner for Martens BeLite, bringing world-class Belgian brewing to local neighborhoods. Learn more at buffalorock.com.
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