18 February 2010
Fresh and Fruity New beer launches in Waitrose
Liefmans Fruit, a new 4.2% fresh fruit beer launched in July 2009, will be available from all Waitrose stores from March 1st at £1.60 per 25cl bottle.
Liefmans’ Fruit is a new introduction to the Liefmans range. It is based on older brother Liefmans Cuvée Brut (formerly Liefmans Kriek), a famous brown beer brewed just once a year and left to mature for 18 months on fresh, whole cherries. The new beer is then blended with fresh, natural fruit juices of strawberry, raspberry, cherry, elderberry and bilberry, before being crown-capped. The result is Liefmans Fruit, a highly refreshing fruit beer that is delightfully sweet, with the sparkle of Champagne and the freshness of a nicely chilled glass of wine.
Liefmans Fruit has only 99 calories per bottle.
Liefmans Brewery of Oudenaarde in Flanders was established in 1770 and acquired by the family-owned Duvel Moortgat brewery in July 2009. Since then the brand has grown by 43%.
Matthew Willson, Duvel Moortgat’s UK Sales Director comments:
“Duvel Moortgat have breathed new life into the brewery - respecting its history, while investing in its future; and that was how we developed Liefmans Fruit beer. It’s sexy, elegant and fresh. The packaging and bottle look a treat. And it’s a sure-fire winner with chocolate puddings as well”.
ENDS
Editors notes
Also in the Liefmans Range:
Liefmans Cuvee Brut 6%ABV, 37.5cl: Previously known as Liefmans Kriek, this cherry beer is brewed only once a year and sealed with a cork. The beer – which is given a mixed fermentation inside the antique open fermentation vessels in Oudenaarde – is enriched with a selection of freshly picked sharvik and morello whole cherries. Following a protracted spell of maturation, ranging anywhere from 18 months up to 3 years in the Liefmans cellars, different vintages are blended into what is a unique ‘master blend’. The term ‘Cuvée’ has been introduced to refer more succinctly to the maturation and blending of different vintages; and the word ‘Brut’ to the fact that the beer is of a subdued sweetness. The distinctive bottle wrapping paper has been left in place, but the styling has been adapted to reflect the beer's special character and elegance. Only available to hotels and restaurants. Not currently in supermarkets.
Liefmans Goudenband: ‘Provisiebier’ 8% abv. 37.5cl One of the most complex beers in the world. This unique and strong Oudenaards Bruin Bier (Brown ale) of mixed fermentation is left to age for anywhere between 4 to 12 months inside the Liefmans cellars. A selection of mature beers is subsequently blended into ‘Goudenband’, thereby infusing each vintage with its own set of characteristics. A treat for real beer lovers. Available from www.beerhere.co.uk.
About Liefmans By the end of 2007, the Liefmans brewery’s nearly four centuries of brewing history and expertise were under threat of being lost; but when Duvel Moortgat took over the brewery, they undertook to rescue this piece of beer heritage, and to provide Liefmans Brewery with a new and dynamic future.
Liefmans' unrivalled craftsmanship is found in the mixed fermentation of its beers and of its master blends. ‘Mixed fermentation’ means that the beers are first left to ferment inside open vessels causing the controlled fermentation process to be complemented by a spontaneous fermentation of the brewery's own 'making', using microflora that are unique to the building, on the banks of the river Scheldt in Oudenaarde. This unique method of fermentation, which to this very day is made to occur inside the authentic copper fermentation vessels that date back to the early 20th century, ensures slow-paced maturation, thereby enriching the full-bodied flavour for periods ranging anywhere from months to several years. It is this spontaneous process that also gives each bottle its very own characteristics. As such - much like a wine estate - Liefmans Brewery is home to a myriad of cellars, containing beer in the process of maturation. Liefmans' mastery is not only found in the maturation, but just as much in the way these beers are blended into the gems of perfection. In doing so, the brewery's ‘master blender’ tastes the different beers and vintages and balances them to create a unique beer.
For high-resolution photos and visual materials, please go to: www.duvelimagebank.com
Februray 2010
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