Belgium brewer Duvel Moortgat is aiming to roll out the IPA version of its Vedett beer brand to the UK.
The 5.5% abv variant, Extra Ordinary IPA, was released in Belgium last month and showcased to UK buyers and media at an event in London last night. A spokesperson told just-drinks it is hoping to launch the IPA in the UK “as soon as possible”, once it has secured deals with retailers.
The IPA, which joins Extra Blond and Extra White in the Vedett stable, uses Simcoe, Cascade, Centennial and Chinook hops. It comes in 33cl bottles and is also being made available on draught.
The suggested retail price for the UK off-trade will be GBP2.09 and for the on-trade GBP4.50 a bottle.
The bottles carry the tagline: “IPA, but not really from India and not really a pale ale”.
Matthew Willson, Duvel Moortgat’s UK general manager, told guests at the event the IPA has been a “huge success” since its launch in Belgium. He said the company will not use “big, mass advertising campaigns”, preferring to let UK drinkers to discover the beer for themselves.
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By GlobalDataLast year, Duvel Moortgat took a majority stake in US craft brewer Boulevard Brewing Co for a reported US$100m. The Belgium firm is expected to launch some of Boulevard’s beers in the UK by the end of this year.
