Heineken launches speciality beer Affligem in the UK

By Lauren Houghton

- Last updated on GMT

Related tags: Brewing, Beer

 Affligem is a speciality beer that comes in three variants
Affligem is a speciality beer that comes in three variants
Heineken UK is adding Affligem, a speciality Abbey beer that comes in three variants, to its premium beer portfolio. 

Product details:

There are three crafted variants of the Affligem brand: Affligem Blonde on draught and in a bottle (6.8% ABV), Affligem Double bottle (6.8% ABV), and Affligem Triple bottle (9% ABV).

Affligem Double has a complex flavour with hints of clove while Affligem Triple is a smooth beer with a semi-sweet but malty flavour. Affligem Blonde is a golden colour with a smooth flavour.

A range of branded half-pint glassware will be offered to outlets pouring draught Affligem beer to enhance and raise awareness of the brand’s credentials.  

USP:

Affligem appeals to consumers’ increasing demands for more premium brand experiences, ‘high-end’ and niche beers. The beer is supported by Heineken’s ‘Heart and Soul’ campaign to build engagement with the brand’s heritage and history.

The Affligem roll-out will also be supported by a multi-platform campaign to increase awareness that will include in-outlet sampling, connoisseur events, digital marketing and PR.

Price:

Unconfirmed as yet, visit http://www.affligembeer.be/​ for more details.

Availability:

The range will be available from April in both draught (half-pint serve) and 300ml bottle formats.

Why you should buy it:

Managing director on trade at Heineken Lawson Mountstevens said: “Affligem is steeped in heritage, quality and craftsmanship credentials and the beer fully meets the demand of consumers who want to savour the delights of genuine taste, reward and discovery. 

“The beers are characterised by a unique secondary fermentation which adds the life, maturity and complexity that has won brewing accolades a series of awards, including the prestigious European Beer Star Awards.”

Related topics: New Products, Alcohol

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