Hoegaarden, the original Belgian wheat beer, has rolled out refreshed packaging across the on-trade and off-trade in the UK.
Hoegaarden has refreshed the design on its 330ml, 750ml and 4x330ml bottles. Against a white matte background, this updated design is adorned with botanical illustrations of the wheat, orange peel and coriander seed ingredients.
The new packaging brings a more modern take on the brand’s heritage, reflecting how Hoegaarden is as relevant today as when the brewery was established.
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 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.”