Hoegaarden launches refreshed UK branding

Belgian beer brand Hoegaarden has refreshed its packaging across the on-trade and off-trade in the UK.

The new branding design features Hoegaarden’s trademark ingredients (wheat, orange peel and coriander seed) in botanical illustrations, aiming to bring a more modern take on the brand’s heritage.

“We are thrilled at long last to introduce the brand new Hoegaarden branding to the UK, just in time for summer,” said Harris Damashek, global brand director of Hoegaarden. “Our new ‘clothes’ perfectly reflect our refreshing and unique flavour and the design adds a new, contemporary twist.

“Summer is our season, where Hoegaarden can be enjoyed on a patio or rooftop, or in the park on a warm, sunny day, so we hope our fans are excited about the new packaging and design.”

Hoegaarden has refreshed the design on its 330ml, 750ml and 4x330ml bottles in the off-trade and the tap, handle and badge lens design in the on-trade.

Against a white matte background, the updated Hoegaarden design is adorned with botanical illustrations inspired by the classical 19th century Belgian line drawing style. 

The white (wit) style was originally produced in the Belgian village of Hoegaarden in 1445, when monks began adding unusual ingredients from The New World to their traditionally sour wheat beer.