Hoegaarden Launches New Product 'Hoegaarden Botanic' with Herbal Aroma

[Asia Economy Reporter Seungjin Lee] Belgian wheat beer Hoegaarden announced on the 6th that it will launch ‘Hoegaarden Botanic,’ which contains herbal scents.

‘Hoegaarden Botanic’ is a product developed in collaboration with the Hoegaarden global team through product planning and recipe development to satisfy the increasingly diverse tastes of consumers, and it is being introduced for the first time in the Korean market. ‘Hoegaarden Botanic’ is characterized by the use of subtle herbs.

The first new product in the Botanic line, ‘Hoegaarden Botanic Lemongrass & Citrus Zest,’ combines traditional Belgian brewing methods with natural flavorings of lemongrass and citrus zest. ‘Hoegaarden Botanic Lemongrass & Citrus Zest’ is a low-alcohol beverage with 2.5% alcohol content, lower than the original Hoegaarden product (4.9%).

The package design, emphasizing light purple, is inspired by flowers that awaken spring and utilizes the ‘2021 Pantone Spring/Summer Trend Colors.’ The illustrations of lemongrass, flowers, and citrus zest evoke the image of a bright spring day.

This new product, released in 500ml cans, will be available in major nationwide supermarkets from mid-April and in convenience stores nationwide from early May.

The Hoegaarden brand manager said, “With the prolonged COVID-19 pandemic increasing consumer fatigue and growing interest in well-being, we created ‘Hoegaarden Botanic,’ a 2.5% low-alcohol beverage that can be enjoyed without burden,” adding, “We hope the fragrant herbal scent of ‘Hoegaarden Botanic’ will refresh the drowsy spring days.”

Following the launch of ‘Hoegaarden Botanic’ in April, Hoegaarden plans to showcase various marketing activities, including the release of campaign videos.

This content was produced with the assistance of AI translation services.