The Morgenrot Group to distribute Heineken's Belgian abbey beer Affligem in UK
The Affligem range, which includes a Blond (6.8% ABV), Dubbel (6.8% ABV) and Tripel (9%) in 33cl bottles and a draught format of the Blond, is being made exclusively to the on-trade, and will be targeted at 'the UK's increasingly adventurous and discerning customer'.
One of only 22 official abbey beers, Affligem beer is now brewed outside the original Affligem Abbey's grounds in the Belgian town of Opwijk. The brewers still adhere to the original recipes and methods first developed by the Benedictine monks hundreds of years ago.
Graham Archibald, Morgenrot’s national account director, 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 UKand believe it has all the credentials to re-invigorate the Belgian beer category while benefiting the on-trade.”
Working in partnership, Morgenrot and Heineken will offer a series of support packages in order to drive listings, brand awareness and sales.
Affligem-branded glassware will be available as will specialist training for staff. Beer writer Ben McFarland is also planning to run a series of Belgian beer tastings in venues across the country.
Pedro Cruz, Heineken export manager for Western Europe, said: "The world and speciality beer categories are continuing to see good growth as consumers go in search of 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."
