Hoegaarden reveals revamped pack design for summer drinking

Hoegaarden has rolled out refreshed packaging across the off-trade and on-trade in the UK.

The new design features the style’s trademark unique ingredients of wheat, orange peel and coriander seed, in botanical illustrations.

The packaging also aims to bring a more modern take on the brand’s heritage. The white (wit) style was originally produced in the Belgian village of Hoegaarden in 1445, when monks began adding unusual ingredients from The New World to their traditionally sour wheat beer. The resulting beer was refreshing and a little sweet with herbaceous and earthy aromas from the coriander and yeast. The brewer sill produces its beers according to its long-standing traditional and closely-guarded recipe in the village of Hoegaarden.

Harris Damashek, global brand director of Hoegaarden said: “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. Summer is out 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 new design has been applied to its 33cl, 75cl and 4x33cl bottles in the off-trade. The updated design, which sits against a crisp white matte background, is adorned with botanical illustrations inspired by the classical 19th century Belgian line drawing style. 

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