Going premium trigger consumer interest
The history of Affligem beer stretches back over nearly a whole millennium, with the recipe transmitted from one generation to the next through monks of the brotherhood of brewers at Affligem Abbey.
Today, however, beer drinking has become commonplace and ordinary. How can brewers restore beer to its former glory? By drawing inspiration from the universe of luxury and fine wines.
With promotional locations in the heart of supermarkets, the Affligem brewery showcases elements drawn from the authentic elegance and contemporary style used by major luxury wine and liquor brands. Shoppers can attend a tasting with Affligem master brewers, who introduce them to the art of serving and savouring fine Abbey beer – an educational journey of the senses.
This initiation into fine beer is firmly rooted in the brand’s DNA: down-to-earth but prestigious, authentic but sophisticated.
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