Editor’s note: This article was originally published as part of the Consulate General of Belgium’s “Belgian Quality in the Southeast” campaign. See a repository of all interviews and follow the consulate on social media here.

It is reprinted on Global Atlanta with permission, and subsequent stories will be published progressively with the goal of driving increased visibility for the Belgian business community in Georgia. More Belgium stories can be found on Global Atlanta’s Belgium Channel, sponsored by the Belgian-American Chamber of the South, BACoS. Read more here

With the Belgian national soccer team set to face off against the U.S. men in Atlanta March 28, what better way to celebrate than indulging in some refreshing Belgian food and drinks?

US-Belgium Soccer Friendly Watch Party at Halfway Crooks

In this edition of Belgian Quality in the Southeast, we sat down with Joran Van Ginderachter, co-owner of Halfway Crooks Beer, to explore the latest brews and culinary creations he’s crafting right here in Atlanta, GA. From innovative beer recipes to authentic Belgian flavors, Joran is bringing a taste of Belgium to the heart of the South.

halwaycrooks.beer

How do you introduce Halfway Crooks to someone unfamiliar with your brewery?

We’re a small, independent brewery based in Atlanta, focused on brewing really drinkable beers—nothing too heavy, mostly around 5% ABV. Our goal isn’t to make anything too wild or experimental, but rather to craft approachable beers inspired by German, Czech, Belgian, and Celtic traditions. Beers you can enjoy more than one of. We love when people come by the brewery so our staff can chat with them about the beers and share a bit of background on each one. We also serve a small menu of Belgian-inspired food. That wasn’t part of the original plan, but it’s grown naturally over time. Of course, we’ve got fries and some hearty stew dishes. We also run occasional specials—like cheese croquettes in the winter. And now, with our new chef on board, we’re excited to be offering a Belgian chocolate mousse starting today.

What makes Halfway Crooks stand out in the craft beer and hospitality industry?

We started with the intention of staying close to our guests. Most of our beer is sold onsite, and we put a lot of effort into delivering high-quality brews in a thoughtfully designed space. From the beginning, we worked closely with our architect to create something special—an older, character-rich building that stands out in Atlanta, not just another warehouse. We extended that same vision to our beer garden. What really sets us apart in the craft beer scene is our commitment to quality, which has led us to import many of our ingredients. We source our hops directly from Germany and Belgium—in fact, we’re the only brewery in the U.S. importing hops from Belgium. While we use them in our own beers, we also make them available to other breweries. We also import our malt from a German malster that’s not widely accessible in the U.S. All of this is part of how we differentiate ourselves—by focusing on authenticity, quality, and a unique experience.

What was your journey like in bringing a Belgian-rooted business to the USA? What led you to settle in Atlanta?

I went to brewing school in Belgium, and as part of that program, I did an internship at a large brewery in Colorado called New Belgium. That was back in 2008, and it was my first real introduction to American craft beer—which I really enjoyed. I was always open to the idea of coming back to the U.S. to work for a brewery, and that opportunity eventually brought me to Atlanta. In 2013, I took a job as brewmaster for a brewery in Decatur—and I’ve been here ever since. When Georgia’s alcohol laws changed to be more favorable for breweries, my two partners and I started thinking about opening something smaller and more unique, right in the city. So yeah, I kind of ended up in Atlanta by accident—but it turned out to be the perfect place.

What is your vision for Halfway Crooks in the coming years? Are there any exciting expansions, collaborations, or new offerings on the horizon?

We started off purely as a brewery, but we’ve since obtained a brewpub license. It’s a bit complicated in Georgia, but essentially, we used to only be allowed to sell our own beer. Now, with the brewpub license, we can offer a full range of alcohol—including wine, cocktails, and beers from other breweries. We recently brought on a new chef who came from a highly regarded restaurant in Asheville, North Carolina. So over the next few years, we’re aiming to evolve into more of a restaurant experience—offering great food, wine, and cocktails—while still staying true to our roots in beer.Our beer garden, which we opened two years ago, continues to grow as an outdoor venue, and we’re actively working on expanding that space. Another big focus for us is growing our distribution. Right now, in addition to Georgia, we sell our beer in five other states and also export to China. The goal is to keep it small-batch and high-quality—placing our beers in select high-end bars across the U.S. that really value what we do, especially our focus on lower-alcohol, drinkable beers. I also co-founded a brewery in Belgium, though I parted ways with that project last year.

How did Halfway Crooks find its niche, and what role did Belgian brewing traditions play in shaping your identity?

We became known primarily for our lager beers, and things really took off during the pandemic—unexpectedly, thanks to a merch item: our “lager hat.” It didn’t even mention our brewery, but it somehow caught on, especially in New York. It felt like half the city was wearing it! People started talking about it, and as we say in Dutch, “mouth-to-mouth” advertising is the best kind. That buzz led to more interest in our beers, and distributors began reaching out. Our lagers gained traction, and that momentum carried over to our Belgian and mixed fermentation beers as well. During the pandemic, people were stuck at home looking for things to do—and they started buying our merch. That led to curiosity about our beers and eventually visits to the brewery. It was a surprising chain reaction, and New York really became a hotspot for us. The pandemic restrictions varied by state. In Georgia, we closed for a few days, then shut down our bar for a few months and shifted to outdoor-only service. Thankfully, our upstairs space is outdoors, and we had a canning line in place, so we quickly pivoted from draft to cans. The community showed up in a big way—we had lines out the door for our cans every day. While we couldn’t sell alcohol online, our merch sales helped us stay afloat. That period really helped shape our brand identity beyond Atlanta. People started writing about us as this unique spot in the city, and even though we couldn’t sell beer online, our T-shirts and hats unexpectedly became a big part of how people discovered us.

How important is innovation for you to make your company thrive?

We constantly have to stay relevant—especially in the restaurant industry, which is incredibly challenging. While I have a background in brewing, the restaurant side has been a learning experience. That said, we’re always refining our beer recipes. Ingredients, especially hops, change from year to year since they’re agricultural products. So we adapt. To keep things fresh, we aim to release new beers every couple of months. That’s one of the big differences compared to Europe—here, there’s a stronger expectation to continuously innovate. We’re not just known for one flagship beer; we’re always developing new products and hope people enjoy following us on that journey. We trust in the quality of what we make. We import many of our ingredients and package our beers in aluminum cans. Of course, these are uncertain times, but we remain committed to doing what we do best: making great beer.

What kind of partnerships and collaborations have been key to your growth?

I’d say that would be Office of Brothers—they were the ones who developed our brand and the marketing around it. Before we reopened, we had a lot of conversations with them about what we wanted the brand to be and how it should look and feel. They really listened to us and built something that reflected our vision. Honestly, without them, Halfway Crooks Beer would be a completely different brand today. We’ve become a young, hip brand that attracts a lot of young professionals—people who want to hang out, enjoy good beer, and spend time in a relaxed, welcoming space. Beer isn’t always seen as the trendiest thing, but we work hard to stay relevant. At the same time, we’re very much a community and family-oriented place. Our busiest times are usually Saturday and Sunday afternoons, and Friday after work. It’s often young families and local professionals who come by—not so much the business crowd you might see more of in Europe.

What advice would you give to fellow Belgians who are considering launching a business in the U.S.? What are the biggest challenges and opportunities they should be aware of?

You know, it’s not just copy-paste. You can’t simply take what works for a brewery in Belgium and expect it to work the same way here. You have to listen to your customers, adapt, and put your own spin on things. Just saying, “Oh, this is popular in Belgium, so we’ll do it here,” doesn’t always work—because people might not understand the context or the tradition behind it. We try to keep things approachable, a little quirky and fun, and we definitely don’t take ourselves too seriously. When it comes to beer, Americans often have a very different perspective on Belgian culture and brands than Europeans do. In Belgium, people tend to stick to one brand—they have their favorite and that’s what they drink. But here, it’s totally different. Americans are much more open to trying new things. And if they connect with your brewery, they’re excited to explore a wide variety of styles. That’s something we really enjoy about brewing here.

What do you love most about Belgian beer?

The tradition—you don’t really realize how deeply rooted it is until you leave. It’s pretty unique. Some breweries have been doing the same thing for hundreds of years. For example, we brew a wide variety of beers, but I find it amazing that a brewery like Orval only makes one beer, one brand. That’s astonishing to me. They’ve stayed relevant for so long with just one product, and that’s the beautiful thing about Belgian beer. And finally, of course, the quality. We make very good beers.

Which Belgian Beer is your favorite?

My favorite one is the Orval.

What makes Belgium special for you?

Belgium is a bit of a hidden gem in Europe. Tourism is definitely growing, but it’s still not as widely known or visited as places like France or Italy—and honestly, that’s part of its charm. It’s a beautiful country with stunning cities and a strong cycling culture, which is pretty unique. Whether you love it or find it a bit chaotic, cyclists are everywhere! And of course, Belgium is known for its incredible food and world-class beer. It’s a place that surprises people—in the best way.

How would you describe Belgium to a USA Citizen (3 words)?

  • Small
  • Hidden
  • Hospitable

What do you think of when you think of Belgium?

I often think about how lucky we are to have access to simple, beautiful things—like beer, bread, cheese, charcuterie, and fresh bakery goods. It’s the little things, you know?

Leave a comment