Hoegaarden has a new look

Belgian beer brand celebrates ingredients with packaging revamp

BELGIAN wheat beer brand Hoegaarden has had a facelift, with new look packaging rolling out across the off and on-trades.

The new packaging has been designed to present a modern take on the brand’s heritage and features the beer’s ingredients, wheat, orange peek, and coriander seed, in botanical illustrations.

Hoegaarden has refreshed the design on its 330ml, 750ml and 4x330ml bottles in the off-trade.

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.”