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6th August 2012

Iconic Belgian beer brand Vedett, is bringing its own particular attitude to the drinks aisle of Sainsbury’s with the launch of Vedett Extra Blond premium pilsner.

A fast growing favourite in the UK’s bars, pubs and restaurants  -and select Waitrose and Tesco stores – Vedett is now bringing its premium taste and achingly cool cement lorry bottle design to the thinking drinkers of Sainsbury’s.

‘Vedett’ means star in both Flemish and French, and since 2003 images of its drinkers have “starred” on its back labels. But now – for the UK alone – those images have been replaced by words, the words being created by Vedett drinkers and featuring the blogs that arouse their inner passions – a platform with which to share their inner thoughts and obsessions.

Vedett Extra Blond, ABV 5.2%, is a premium Belgian pilsner brewed using only natural ingredients with a clean crisp dry taste, a hint of lemon that is as refreshing as its packaging is cool.


Matt Willson, UK Manager of Duvel Moortgat comments:

“We think the modern day beer drinker expects their tipple  not only to excite their palate, but also to stand out from the crowd. Vedett is starting the cultural beer revolution and bringing it to a Sainsbury’s aisle near you!”

Vedett Extra Blond 5.20% ABV is available in Sainsbury’s stores nationwide at an introductory offer of £1.26 per 330ml bottle.