On-trade campaign for Heverlee to support new glass

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A limited-edition pint glass designed in collaboration with a renowned Belgian street artist is being launched into Scotland’s on-trade for Belgian lager Heverlee.

It bears an eye-catching lion design that symbolises strength and character and is also the official symbol of Flanders, the area that is home to the beer.

It was created with street artist DZIA who has been a long-standing partner of Heverlee, painting live at 2015’s Heverlee at Tontine Lane and 2016’s Riverside Festival.

The launch of the limited-edition glass will be supported through an integrated PR and social media campaign in the early part of this year.

Consumers on social media had a chance to preview the glass through an influencer marketing campaign in August that saw four of the UK’s leading Instagrammers visit Belgium.

The new design is the first change to the chalice glass since Heverlee was launched in 2013 by Tennent Caledonian in association with the abbey of the order of Premontre – the original home of the historic beer.

Heverlee is the fastest-growing world lager in the Scottish on-trade, with the glass and perfect serve said to play a crucial part in the brand’s success. The new glass is designed to support Heverlee customers through increased and refreshed visibility in the on-trade.

Heverlee brand manager Rhona Fyfe said: “In Belgian bars, there are eye-catching glass designs from dozens of brewers and we’re thrilled to be introducing our very own limited-edition pint glass to the UK.

“DZIA’s Belgian lion looks incredible. We’re sure our customers and Heverlee drinkers will agree. Street art has long been part of Heverlee’s identity through our experiential campaigns, so to bring it direct to our customers is something we’re really excited about.”

Crafted using traditional ingredients and techniques and only ever brewed in Belgium, Heverlee was redeveloped following research at Belgium’s largest abbey by Joris Brams, a brewer born in Leuven.

The abbey of the order of Premontre – the original home of Heverlee – was established in 1129, just outside Leuven. Joris developed the beer after discovering that the monks had been pioneers, developing a light, fresh-tasting lager at a time when other abbeys focused on heavier, darker ales.

When forced to close production as brewing became commercial, the beer was forgotten.
Working with the monks and with a local brewer, Joris used descriptions of this ancient beer to create Heverlee: a smooth lager that blends the subtle sweetness of the malt and maize mash with the distinctly bitter aroma of Saaz hops to create a Belgian Pils-style beer.

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