Scottish Grocer & Convenience Retailer

Off-trade

Cans land at garden party

BELGIAN beer brand Heverlee is making a move into the off-trade.

Having previously been only available on draught, the pils-stye beer first appeared in 330ml cans during the Heverlee at New Waverley event in Edinburgh during  the summer and is now being made available throughout the off-trade.

Heverlee at New Waverley was a three-day beer garden festival operated by Heverlee with street food market The Pitt.

Music was supplied by electronic DJs including underground radio presenter Charlie Bones from London and Linkwood from Edinburgh.

Senior brand manager Wendy Espie said:  “When it comes to creating continental beer gardens, few countries do it better than Belgium.

“With a carefully selected line-up of food, drink, music and art the event was a real hit with beer lovers in the city.”

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