UK: Hoegaarden opts for champagne lifestyle
Hoegaarden, the white beer owned by Interbrew, has launched an alternative 75cl bottle and the brand will be backed by a £1.8m marketing support package this year. The bottle, topped off with a "Champagne style" cork, is an attempt by the company to match the beer more closely with food. Hoegaarden's brand manger Stuart Ibberson said: "Hoegaarden goes very well with food. Research into Hoegaarden's taste and consumer appeal by Interbrew UK has shown that the drink's ingredients, in particular its wheat, coriander seeds and orange peel, give it many flavour attributes normally associated with wine. So putting Hoegaarden in a lager format, which is ideal for sharing and drinking with food, an obvious conclusion." The sparkling wine-style bottle has already gained off-trade listings with Tesco at £2.99 a bottle and at Majestic Wine Warehouse by the case. Booths Supermarkets and the beer-specialist restaurants Bierodrome, in London, will stock the product by mid-August.Chris Brook-Carter
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-drinks gives you the widest beverage market coverage.
Paid just-drinks members have unlimited access to all our exclusive content - including 16 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Olly Wehring, editor of just-drinks
- Diageo NA head on Trump, Millennials, Bourbon
- Has Millennial-mania drowned out elder consumers?
- Interview - Loch Lomond GTR head Andre de Almeida
- Trump, local spirits and the IR role - The Analyst
- Absolut and Smirnoff's conflicting Millennial view
- Beam Suntory opens global headquarters in Chicago
- Diageo wine assets integration head to leave TWE
- Absolut not "sufficiently focussed" on Millennials
- Molson Coors names UK & Ireland managing director
- TWE renames Blossom Hill fruit wine range