To mark the milestone, the streets of Farringdon were transformed into the town of Alsace, where the original brewery was founded in 1664. And to recognise the beer’s unique taste which derives from the Alsace hops still used in the beer, taste expert, Alex James, was on hand to join in the UK celebrations.
Alex James said: “350 years is a tremendous milestone and it is wonderful that the spirit of Alsace still lives in the beer today. As a cheesemaker, I know only too well the importance of quality and consistency, and Kronenbourg has proved it has reigned supreme in the taste stakes for hundreds of years.”
The story began in 1664, when Jérôme Hatt set up a brewery a few steps away from the cathedral in central Strasbourg, capital of the Alsace region of France. By 1850 the brewery was relocated to a village just outside the city, the village of Cronenbourg. Then in 1952, a premium beer called Kronenbourg 1664 was released in honour of the original brewery.
The aromatic lager was in such high demand, whole trains of it were being shipped off to Parisians, some 500 kilometers away.
This was the beginning of the brewery’s great worldwide status. And a lot of it is down to Alsace – the place where Kronenbourg’s famous Strisselspalt hops are grown – which gets the most summer sun and some of the lowest levels of rainfall in continental Europe.
Ifeoma Dozie from Kronenbourg 1664 said: “There are very few brands that can claim a genuine heritage and we are proud to be celebrating this 350th anniversary. This long standing brewing expertise is reflected in the unique taste of Kronenbourg 1664.”
ENDS
Notes to Editors
About HEINEKEN in the UK
Headquartered in Edinburgh, HEINEKEN employs around 2,000 people. In addition to cider making and brewing, we also own around 1,250 pubs through our Star Pubs & Bars business. We are passionate about our cider and beer brands and the services that we offer to our customers. Our unrivalled portfolio of brands includes Foster’s, Heineken®, Strongbow, Kronenbourg 1664, Desperados, Bulmers and John Smith’s, together with a full range of niche and speciality brands.
For further information please contact:
Matt.Anderson@tvcgroup.com | 020 7380 8000
Sophie.hood@tvcgroup.com | 020 7380 8000