Hoegaarden refreshed across on and off-trade

AB InBev brand Hoegaarden has received a refreshed packaging across the on-trade and off-trade in the UK. The new design features the Belgian wheat beer style and ingredients in botanical illustrations.

The packaging brings a modern take on the brand’s heritage, designed to reflect how Hoegaarden is as relevant today as when the brewery was established. The white (wit) style was originally produced in the Belgian village of Hoegaarden in 1445, when monks began adding ingredients from The New World to their traditionally sour wheat beer.

Harris Damashek, global brand director of Hoegaarden says: “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 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.”

Hoegaarden has refreshed the design on its 330ml, 750ml and 4x330ml bottles in the off-trade and the tap, handle and badge lens design in the on-trade. Against a crisp white matte background, this updated Hoegaarden design is adorned with botanical illustrations inspired by the classical 19th Century Belgian line drawing style.

27 June 2017 - Sam Coyne The Drinks Report, news editor