The secret behind the vision and shared essence of the “national” Gëlle Fra® brand?

It's the dedication of the men and women who tirelessly collaborate to bring these initiatives to life, along with the "Made in Luxembourg" label on each product - a mark that strengthens Luxembourg’s national identity.

Since 2012, Will Kreutz, the visionary founder of Atypical, has owned and nurtured this Europe-wide protected brand,

realizing his ideas through:

° meticulous selection of local partners and producers who meet strict criteria

° active involvement in the development of each product to meet his quality and taste standards

° creation of packaging, an effective communication strategy, and distinctive merchandising

° building an extensive distribution network including supermarkets, delicatessens, gas stations, and grocery stores

° an all-encompassing online shop with fast delivery, with even more exciting expansions planned.

These local partners and producers are renowned family businesses, often led by the new generation who respect raw materials and uphold the know-how required to deliver products of exceptional quality.

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Gëlle Fra®

Since 2021, Gëlle Fra® and its carefully chosen local partners have curated a portfolio

that highlights the essence of Luxembourg’s terroir and craftsmanship.

From the revered eaux-de-vie of Quetsch and Mirabelle, the award-winning Dry Gin,

and a richly nuanced Whisky aged in wine barrels, to the outstanding specialty Beer,

fine regional wines, and exceptional Crémants, each creation embodies an artful blend of tradition and innovation.

Now, as Gëlle Fra® prepares to introduce its specialty coffee blends, every offering—past, present, and future

continues to celebrate authenticity, quality, and the evolving culinary heritage of Luxembourg.

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The Gëlle Fra® Collection products

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 6 Year aged Single Malt Whisky Gëlle Fra® and a perfect Dry Gin Gëlle Fra®

 

NEW !  Gëlle Fra ® Marc de Grappes

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NEW !  Gëlle Fra ® The "Extraordinaires" Spirits

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in collaboration with Mariette and Camille Duhr at Diedenacker Distillery in Niederdonven.

Crémant de Luxembourg Gëlle Fra®, Brut First Edition "Black" in collaboration with Domaine Henri Ruppert in Schengen (Sold out)

Organic Rosé wine Gëlle Fra® in collaboration with Domaine Krier-Welbes in Ellange-Gare

Crémant de Luxembourg Gëlle Fra®, Brut in collaboration with Domaine Mathes in Wormeldange

and the luxembourg artist Gigi Bibs Biberich

Limited on 296 bottles of a Crémant de Luxembourg, Rosé, 6 years fermented in the bottle

with Domaine Mathes in Wormeldange. (Sold out)

Gëlle Fra® Special beer "Strong Ale"  in collaboration with Den Heischter in Heiderscheid.

NEW !  And more recently Crémant de Luxembourg Gëlle Fra®, Brut, 6 years fermented in the bottle

with Domaine Schumacher-Lethal in Wormeldange

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Coming up:

NEW !  Crémant de Luxembourg Gëlle Fra®, Brut 2nd Edition "White"

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1923/2023 - 100 years Gëlle Fra.
Gëlle Fra (“Golden Woman”) is a gilded bronze statue by the Luxembourg artist Claus Cito.
It was erected with funds raised during a national fundraising drive in honour of the 2000 volunteers from Luxembourg

who died on the field of battle in World War I.
Inaugurated on 27 May 1923, Gëlle Fra, the symbol of the national resistance, was destroyed by the Nazis in 1940,

but was then partially reconstructed in 1945. It was fully restored to its original appearance in 1985.
The statue pays homage to all Luxembourgers who died for the freedom and independence of their country.

This is how the courage and self-denial of the volunteers in World War II were highlighted by Grand Duchess Charlotte

on one of the sides of the pedestal, while the Gëlle Fra also pays homage to the contingent that Luxembourg dispatched to Korea

at the request of the UN.
Situated in the Square de la Constitution in the City of Luxembourg, the Gëlle Fra was exhibited at the entrance

of the Luxembourgish pavilion at the Shanghai World Expo in 2010.

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(de)signed to please® in Luxembourg by Will Kreutz.

**Gëlle Fra®: Enregistrement de marque de l'Union Européenne N° 016050437

 Stay tuned!