Hoegaarden gets new look for summer

Jo Turner

20 June 2017

Just as the heat is well and truly on, one of the most-well known and refreshing brews on the market is getting a facelift.

Hoegaarden – the classic Belgian wheat beer – is rolling out its new packaging to the UK from today, across the on- and off-trade.

The new design nods to the beer’s Belgian heritage and natural ingredients, featuring botanical illustrations of the beer’s trademark components: wheat, orange peel and coriander seed.

‘We are thrilled at long last to introduce the brand new Hoegaarden branding to the UK, just in time for summer. Our new “clothes” perfectly reflect our refreshing and unique flavour and the design adds a new, contemporary twist,’ said Harris Damashek, global brand director of Hoegaarden.

‘Summer is our season, where Hoegaarden can be enjoyed on a patio or rooftop, or in the park on a warm, sunny day, so we hope our fans are excited about the new packaging and design.’

The rebrand aims to bring a contemporary twist to the long-established beer, originally brewed in the Belgian village of Hoegaarden way back in 1445, when the white (wit) beer style was born as monks began adding exotic, New World ingredients to their originally sour beer.

The same closely guarded recipe and processes are still adhered to today, resulting in a refreshing and herbaceous beer which is as relevant in modern times as it was in the Middle Ages.

The refreshed design will feature on Hoegaarden’s tap, handle and badge lens design in the on-trade and 330ml, 750ml and 4x330ml bottles for the off-trade.

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