BELGIAN pils lager, Heverlee is to launch an innovative marketing campaign with social media, experiential and sampling activity at the core.
The authentic Belgian pint will work to increase their presence amongst beer-lovers in Scotland, the first international market to sell Heverlee. Now select bars in Northern Ireland and the Republic of Ireland are also stocking the brand.
The activity will highlight the brand’s distinctive style and provenance, showcasing the fact it is only ever brewed in Belgium using traditional methods and ingredients.
International brewer, Joris Brams was instrumental in exporting the lager from Belgium to Scotland and is passionate about the brand.
He told us, “Beer is such an important part of our culture and we’ve over 800 varieties, with brewers here constantly innovating. Although I live and work in Belgium, I know Scotland well. It’s a country I’ve got a great deal of affection for and have spent much of my brewing career in.
“From knowing and chatting with the trade, there seemed to be a gap in the market, which is why we decided to introduce it there first. It’s received a great reaction so far and it’s been selling well, so we’re excited about what lies ahead for Heverlee.”
The company’s new marketing approach has been designed to create talking points and over the next few weeks, a series of pop-up Heverlee events will take place throughout Glasgow and Edinburgh, accompanied by social media engagement.
The brand will also connect with bar teams to illustrate its serve ice-cold in a beautiful branded glass then ‘beheaded’. By observing this tradition, the head of the pint stays bitter and the beer beneath remains smooth and fresh.
The company’s new website launches on October 19 and they can be followed on Twitter: @heverleebeer, using the hashtag #heverlee.