Hoegaarden’s New Global Pack Design Hits the UK
Hoegaarden, The Original Belgian Wheat Beer, Shows Off New Pack Design in Time For Summer
London, 20th June 2017 —Today Hoegaarden, The Original Belgian Wheat Beer, has rolled out refreshed packaging across the on-trade and off-trade in the UK. With its natural ingredients and a nod to its Belgium heritage, the new design features the style’s trademark unique ingredients (wheat, orange peel and coriander seed) in botanical illustrations.
The new packaging brings a more modern take on the brand’s heritage, reflecting how Hoegaarden is as relevant today as when the brewery was established. The white (wit) style was originally produced in the Belgian village of Hoegaarden in 1445, when monks began adding unusual ingredients from The New World to their traditionally sour wheat beer. The resulting beer was refreshing and a little sweet with herbaceous and earthy aromas from the coriander and yeast. In fact, Hoegaarden still produces its beers according to its long-standing tradition and closely-guarded recipe in the village of Hoegaarden. As a result, Hoegaarden is recognized by many experts to be the classic and best expression of the Belgian Wheat style, bringing home a gold medal for Best Belgian Wit in the 2016 World Beer Cup.
“We are thrilled at long last to introduce the brand new Hoegaarden branding to the UK, just in time for summer. Our new ‘clothes’ perfectly reflect our refreshing and unique flavour and the design adds a new, contemporary twist. Summer is our season, where Hoegaarden can be enjoyed on a patio or rooftop, or in the park on a warm, sunny day, so we hope our fans are excited about the new packaging and design.” said Harris Damashek, Global Brand Director of Hoegaarden.
Hoegaarden has refreshed the design on its 330ml, 750ml and 4x330ml bottles in the off-trade and the tap, handle and badge lens design in the on-trade. Against a crisp white matte background, this updated Hoegaarden design is adorned with botanical illustrations inspired by the classical 19th Century Belgian line drawing style.
For more information, please contact:
Louise Fernley, External Communications Lead, AB InBev: louise.fernley@ab-inbev.com / 0203 327 4062 / 07961406684
About Hoegaarden
Hoegaarden has a unique heritage. From the original Hoegaarden wheat beer that was first brewed in the Middle Ages in the eponymous Belgian village in Flemish Brabant, it has become a world-renowned Belgian wheat beer. Hoegaarden is not only a popular beer in Belgium, it is an international brand distributed in more than 125 countries. This cloudy wheat beer is characterised by its naturalness and heritage, flavoured with orange peel and coriander. With its refreshing flavor and fruity character, Hoegaarden white beer is an ideal Summer beer, especially when served in the famous hexagonal glass.
About AB InBev UK & Ireland
AB InBev UK Ltd is the UK trading subsidiary of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). In the UK, AB InBev employs approximately 1,000 people in our two breweries and local headquarters. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®. We are a founding member of the Portman Group, member of the British Beer and Pub Association, supporter of the Drinkaware Trust, have partnered with the Alcohol Education Trust and are a signatory to a number of pledges as part of the Public Health Responsibility Deal. Our Dream is to bring people together for a better world. Learn more at www.ab-inbev.co.uk or on Twitter through @ABInBevUKI_News.
For more information about Anheuser-Busch InBev, please visit www.ab-inbev.com