E-Malt.com News article: UK: Morgenrot Group gets exclusive rights to UK distribution of Heineken’s abbey beer Affligem

Wine and beer importer Morgenrot Group has secured an exclusive distribution agreement to launch and develop Heineken's abbey beer brand Affligem in the UK, Finchannel.com reported on March, 14.

According to Caterer and Hotelkeeper, the Affligem range includes a Blond (6.8% abv), Dubbel (6.8% abv) and Tripel (9% abv). The beers are available in 33cl bottles with the Blond also being available in draught format.

The beer, which is one of 22 official Belgian Abbey beers, will be available exclusively to the on-trade. It is now brewed outside the Abbey grounds in nearby Opwijk.

Working in partnership, Morgenrot and Heineken will be offering a series of support packages in order to drive listings, including special glassware and beer training which aims to give staff the knowledge to serve the beer properly.

Morgenrot's national account director Graham Archibald said: "Belgium's extraordinary beer heritage is well known and this flavour-rich range typifies the quality which has been coming from the country for centuries. With on-trade venues searching for beers that provide a point of difference while tempting consumers to trade up, we're excited to be working closely with Heineken International in bringing the Affligem brand to the UK and believe it has all the credentials to reinvigorate the Belgian beer category while benefiting the on-trade."

Morgenrot is working with a wide range of specialist distributors and wholesalers around the UK so can either supply direct or put interested parties in contact with selected regional distributors and the stock is available immediately.


16 March, 2012