Heverlee is launching a new limited-edition street art design for its Belgian beer cans.
The brand collaborated with street artist Dzia to design the new packaging, which features a fox and a hare. Heverlee is also embarking on an integrated PR and social media campaign throughout the summer to support the range.
Angus Lawrie, head of premium beer brands at brand owner C&C Group, said: “Heverlee has enjoyed significant growth since it was introduced to the UK market in 2013. We have big plans for Heverlee this year, specifically designed to drive footfall into bars and retailers to encourage purchase, and the stunning new limited edition can design from Dzia is just the beginning.
“Through a range of innovative consumer-led experiential and sponsorship activations over the last four years, Heverlee has quickly become iconic and these new packs will help to maintain our growth momentum in the UK.”
The new-look designs are available in a 330ml can and 6x330ml pack.