Leffe creates new glass design ‘to enhance tasting experience’

Belgian beer brand Leffe has designed a new glass after 18 months of development to enhance consumers’ tasting experience.

The new glass champions the colour of Leffe and enhances its foam, the brand said, with an engraved letter L at the bottom of the glass. The L shape promotes a continuous release of bubbles, meaning the foam head can stay frothy for longer.

The new glass stem has been redesigned to feature a three-dimensional engraving of Leffe Abbey, reaffirming the brand’s rich heritage, but with a contemporary twist. Aesthetic as well as functional, the upgrade allows the glass to be held easily without warming the beer, ensuring it remains at the perfect temperature to be savoured.

The rounder form and narrower neck of the new glass concentrates the complex scents and subtle nuances of the beer’s unique aromas, reinforcing Leffe as a distinct and premium serve, it claimed.

Jonny Tyson, beer knowledge manager and educator, commented: “The new glass is not only appealing to the eye, but it also enhances the taste experience of Leffe, enabling drinkers to fully appreciate the quality of the beer. We are committed to driving excellence in every pour, allowing drinkers to savour each and every Leffe moment, and rediscover time.”

To help the on-trade understand the new glassware features and benefits, Leffe has created a video talking through the design.

The redesign of the Leffe glass is part of a wider investment programme for Leffe in the on-trade across the UK, which will be launched later this year.