Aiming to attract consumer interest in the Belgian beer category, the Affligem range embodies the country’s vast brewing heritage. Including a Blond (6.8%ABV), Dubbel (6.8% ABV) and Tripel (9%), the beers are available in 33cl bottles with the Blond also being available in draught format.
Working in partnership, Morgenrot and Heineken will be offering a series of support packages in order to drive listings, brand awareness and most importantly sales in-outlet. Beer training will aim to give staff the knowledge and tools to successfully up-sell through educating consumers on the intricacies of the beers and executing the serve in true Belgian beer sommelier fashion, the company said.
Morgenrot’s national account director, Graham Archibald, said: “Belgium’s extraordinary beer heritage is well known and this flavour-rich range typifies the quality which has been coming from the country for centuries.
“With on-trade venues searching for beers that provide a point of difference while tempting consumers to trade up, we’re excited to be working closely with Heineken International in bringing the Affligem brand to the UK and believe it has all the credentials to re-invigorate the Belgian beer category while benefiting the on-trade.”
Source: The Morgenrot Group
© FoodBev Media Ltd 2024