Premium Belgian Lager brand, Heverlee, has collaborated with world-renowned Belgian street artist DZIA to launch a limited-edition pint glass to the Scottish on-trade.
The eye-catching lion design symbolises strength and character, whilst also representing the official symbol of Flanders, the area of Belgium which is home to Heverlee. The new design is the first change to the iconic chalice glass since Heverlee launched in 2013.
Heverlee is the fastest growing world lager in the Scottish On Trade, with the glass and perfect serve playing a crucial part in the brand’s success. Designed to support Heverlee customers through increased and refreshed visibility in the on-trade, the glasses will also be available to new customers and to selected existing customers.
Tying back to Heverlee’s Belgian heritage, where limited edition glassware is used to deliver stand out in the bar amongst a crowded market. The renowned street artist, DZIA, has been a long standing partner of Heverlee, painting live at 2015’s Heverlee at Tontine Lane and 2016’s Riverside Festival.
The launch of the limited edition glass will be supported through an integrated PR and social media campaign in early 2018. Consumers on social media have already had the chance to preview the glass through an influencer marketing campaign in August that saw four of the UK’s leading Instagrammers visit Belgium.
Heverlee Brand Manager, Rhona Fyfe, said:
“In Belgian bars, there are eye-catching glass designs from dozens of brewers and we’re thrilled to be introducing our very own limited edition pint glass to the UK. DZIA’s Belgian lion looks incredible, we’re sure our customers and Heverlee drinkers will agree. Street art has long been part of Heverlee’s identity through our experiential campaigns, so to bring it direct to our customers is something we’re really excited about.”
Heverlee also launched in the off-trade for the very first time in August 2017 in 330ml can and 660ml bottle format. To stock Heverlee, outlets are encouraged to contact their Tennent’s Account Manager or Customer Contact Centre on 0141 202 7970.