A consortium of Belgian entrepreneurs including Marc Coucke, Jan Boone and Louis Jonckheere has injected fresh capital into Tout Bien, the beer brand launched by influencer Average Rob, to accelerate volume growth and market presence.
Tout Bien, launched four years ago by Belgian influencer Robert Van Impe (Average Rob), has sold four million cans to date. Produced by Martens brewery, the brand currently outputs 7,000 hl annually across three variants: lager, rouge and a non‑alcoholic version.
This week’s undisclosed capital injection comes from a syndicate of investors led by Marc Coucke alongside Jan Boone (Lotus Bakeries), Louis Jonckheere (Wintercircus) and other tech and retail figures. The funds will underpin volume growth, expand the sales team from 10 to 15 employees, and reinforce distribution in supermarkets (Delhaize, Colruyt, Albert Heijn, Jumbo, Spar) and events (300 in 2024; 500 planned for 2025).
With a target of 11 million cans by 2027—one per Belgian—the investors aim to professionalise the share‑ ownership structure and shake up a “stagnant” beer market by offering a contemporary, accessible lager.
