DRINKS distributor Morgenrot is looking to reignite consumer interest in Belgian beers after winning the deal to supply a range of long-established abbey beers in the UK.
Owned by Dutch brewer Heineken, the Affligem beers are said to have a history dating back to the 11th century.
The range, which will be available exclusively to the on-trade, spans three varieties – Blond (6.8% ABV), Dubbel (6.8% ABV) and the 9% ABV Tripel. All three are available in 33cl bottles, with the Blond also available in draught format.
Made with natural ingredients, the Affligem beers have additional yeast added at the bottling stage for a secondary fermentation.
According to Morgenrot, this process also creates a point of difference for the brand as it allows consumers to drink the yeast residue on its own or mixed into the beer.
“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,” said Morgenrot national account director, Graham Archibald.
Pedro Cruz of Heineken International said UK consumers are now looking for “unique and authentic beer brands with interesting histories, complex flavour profiles and most of all outstanding quality”. “The Affligem beers have all these virtues and more, so we are confident the range will excite and intrigue both licensees and consumers,” he said.
