Lindemans Brewery puts the lambic back in the spotlight with new labels

Lindemans Brewery puts the lambic back in the spotlight with new labels

Friday, January 30, 2015 — « It was time to give our lambic beers a new packaging, » says Dirk Lindemans, CEO of the brewery and descendant of the family that has been brewing lambic in Vlezenbeek since 1822. « Our labels dated from the 1980s and were no longer in line with our story. » Thanks to the new labels, the Lindemans brand is even more recognisable and proudly puts the lambic back in the spotlight. Now the "Belgium" label also appears clearly on the new packaging. This is a significant quality label for export, which represents 55% of the production of Lindemans. « We are doing well, » adds Dirk Lindemans. « Our lambic beers are in high demand abroad. In Belgium, the lambic – the most complex and mysterious spontaneously fermented beer – is also being increasingly appreciated. »

The new labels include the popular Art Nouveau elements that the Lindemans lambic brewery has been using for generations. Art Nouveau reached a peak - like the lambic - at the end of the 19th century in Brussels, and remains as timeless and complex as Lindemans lambic beers. Lambic beers receiving their own colour in the new and unique style of the house are: Kriek, Gueuze, Faro, Pecheresse, Framboise, Cassis and Apple. Two of the nine beers, the Oude Gueuze Cuvée René and the Oude Kriek Cuvée René, will not be restyled.  Lambic beers, with their new labels, will be available starting from February.

Alexia Baum Press contact at Ogilvy Public Relations Brussels
Elise Carpentier Press contact at Ogilvy Public Relations Brussels