RIDGEFIELD, Conn., March 29, 2017 /PRNewswire/ -- Rodenbach Brewery, known and recognised around the world as the leading brewer of Flemish Red Brown Sour Ales, announced it will be investing heavily in its brands, markets and brewery infrastructure in Roeselare, Belgium. All Rodenbach beers will undergo a redesign, a brand-supporting program, and the brewery will receive a $3MM investment in its brewing technology.
Brand Refresh: Authentically Designed
All Rodenbach beers will have a completely new design to create a sense of unity of the portfolio. The iconic letter 'R', which appears on all packaging, will have a new look that pays tribute to the brand's 200 year-old heritage of artfully brewing and crafting Flemish Red Brown Sour Ales while simultaneously introducing new consumers to the brand.
Rodenbach 'Classic' is the new name for what was previously known as its session beer, and will be offered exclusively in 6-pack, 8.5oz cans in the United States. Rodenbach Classic joins the new Rodenbach Fruitage in the brand's 'thirst-quenching' category.
Rodenbach Grand Cru, Rodenbach Vintage, Rodenbach Alexander and Rodenbach Caractère Rouge will also get a new packaging design and be designated as part of the brand's 'delicious' category of beers. These beers will be poured in a new, elegant stemmed glass at on premise locations, and are recommended with a variety of foods to enhance the flavors and optimize enjoyment.
Labels for Rodenbach Classic and Rodenbach Fruitage will proudly use the 'R' as inspiration for the beer's descriptor: "Red, Ripened and Refreshing." Rodenbach Grand Cru, Rodenbach Alexander, Rodenbach Vintage and Rodenbach Caractère Rouge will feature the wording "aged in oak foeders" which highlights Rodenbach's 294 iconic oak vats ('foeders') and optimises the vinification and maturation process of all Rodenbach beers.
Master brewer, Rudi Ghequire, along with a team of cellar masters monitor the quality of the beers throughout every step of the brewing process to create the ideal combination of expertise and pure enjoyment.
'Cheers to the Unexpected'
This spring, Rodenbach will begin marketing and sales support under a new slogan 'Rodenbach, cheers to the unexpected' which aims to give beer connoisseurs the opportunity to discover the Rodenbach portfolio of beers. This campaign continues in the tradition set forth in 1821 when Rodenbach began surprising beer lovers everywhere.
One of the most awarded beers in the world, Rodenbach is the undisputed market leader of Flemish Red Brown Sour Ales. Rodenbach received scores of 98, 97 and 96 points from Wine Enthusiast magazine and critical acclaim from All About Beer, Beer Connoisseur, Beer Advocate, USA Today, Esquire and other leading publications.
About RODENBACH Brewery
Brewed in Roeselare, Belgium since 1821, BROUWERIJ RODENBACH is the maker of the original sour ale and the leading craft brewer of mixed-fermentation Flanders red-brown beer. Aged in the brewery's 294 oak casks ("foeders"), master brewer Rudi Ghequire uses a process called "positive selection" to craft a perfectly balanced and delicious beer that has received awards and accolades from beer lovers around the world.
About Latis Imports
Latis Imports is the US Division of Bavaria, N.V. an independent family-owned brewery, run by the Swinkels family for seven generations. It is the only major brewery in the Netherlands that brews its beer with pure, natural mineral water from its own springs. Its portfolio of brands includes the iconic Brouwerij RODENBACH, PALM brewery and a variety of imported beers including Hollandia, Habesha, Bavaria and others. Purchased by Bavaria, N.V. in 2016, Ridgefield-based Latis Imports is run by 25-year beer industry veteran David van Wees, who is responsible for expanding the Bavaria N.V. portfolio throughout the US market.
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SOURCE Latis Imports