e world discovers a local gem REDISCOVERED

Beer lovers are increasingly on the lookout for beers with an authentic taste and a rich history. In other words, they are after pureness and quality, and products that showcase dedication and absolute craftsmanship. is and remains the number one reference as far as specialty beers go, and the demand for abbey beers is still growing, both in Belgium and abroad. Affl igem is a brand within the portfolio of Alken-Maes that perfectly meets the requirements of the discerning modern consumer, who is in search of products with a soul and a unique taste. Even today, Affl igem is brewed according to the age-old traditions, and that is exactly what makes this beer so unique. As from today, Alken-Maes wants to introduce the world to the pure taste sensation and the different ways of tasting this Belgian specialty beer.

The rediscovery of a local gem For years, Affl igem has been a hidden gem within the brand portfolio of Alken-Maes. So it was about time this abbey beer should receive the attention it deserves, without losing any of the Affl igem values that beer connoisseurs around the world fi nd so unique. Top priority was maintaining the passion and the quality that make the beer so exceptional. Affl igem was brewed for the fi rst time in the abbey of Affl igem, in 1074. Since then and until now, the taste of the beer remains unchanged. The beer is still brewed using the original recipe by the friars of Affl igem, with the best malt and highly aromatic hops. This ‘Formula Antiqua Renovata” combines the age-old traditional brewing cult of pure dedication and superior quality of ingredients with the precision of the newest techniques and materials.

The perfect tasting experience : discover the soul of Affl igem To fully enjoy the exceptional taste created by the refermentation in the bottle, Affl igem introduces “The Perfect Tasting Experience”, with, in a key role, a small glass to pour the yeast in and discover the soul of this beer in a totally different way. Beer sommelier Luc de Raedemaeker explains “There are several ways to taste Affl igem. Affl igem has developed a special ‘serving tray’ so that the consumer may enjoy his favorite Affl igem beer to the fullest. In the center of the tray, there is a bottle of Affl igem. Next to the bottle, there is the body (the beer glass) and the soul (the yeast glass). As such, you can choose whether to enjoy your Affl igem the traditional way, pure, or to add the yeast to the beer, or to drink the yeast separately. In a word, a unique discovery of this complex beer.

The world discovers Affl igem : export to 35 countries Market research shows that more and more beer lovers prefer quality to quantity, and that they like to be enticed by the complexity and the unique taste experience that authentic abbey beers have to offer. The demand is on the rise, not only in Belgium, but also abroad. It is small wonder that the reputation of Affl igem is getting more interest every day. Additionally, this little gem has won prizes in several international competitions. Joke Van Der Heyden, Marketing Manager Specialty Beers Alken-Maes: “Alken-Maes fi rmly believes in the future of Affl igem and sees enormous growth potential. With the relaunch and the growing export of this regional beer of exceptional quality, we aim for a growth in Affl igem sales fi gures, and at the same time, we are putting the region in the spotlights. The region around Affl igem is well known for its wide range of traditional products and we are happy that our beer can contribute to this reputation. We would like the whole world to discover this amazing beer that is brewed with great dedication, a dedication that we fi nd in the entire Flemish-Brabant region”.

Towards the end of 2014, Affl igem will be available in 35 countries.

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Affl igem is available in Blond, Double, Triple, Patersvat and the Cuvée.

Availability : Affl igem “new style” is being launched step by step. First in line is the Affl igem Triple : the new bottle will be available in the stores as of 17 February. And in our Affl igem pubs, you will be able to enjoy your favorite Affl igem beer in its new glass from the fi rst of April onwards. The recommended consumer price is 6.79 euro for Affl igem Blond and Double, and 4.09 euro for Affl igem Tripel (3 x 30 cl).

Range: Affl igem Blond: Bright, yellow-golden beer, with fi rm, dense head. Good, natural carbonation with strong stream of small bubbles and a Delightful balanced aroma with fresh bread, banana, spicy, citrus and hints of vanilla. Affl igem Dubbel: Lovely ruby-brown, ripe cherry coloured beer with fi rm, sliky head. Carbonation is strong with a steady stream of small bubbles from natural carbonation. Leads on complex and delicious aromas of cloves, spice, anise raisin, molasses and banana, with less of the malty, bready, vanilla aromas of the Blond and Tripel. Affl igem Tripple: Bright, clear light-amber beer, with fi rm, creamy head. Leads on yeasty, baking, bread, followed by banana, ripe orchard fruit and earthiness, with hops delivering light pepper and citrus. Affl igem Patersvat: Bright, yellow-golden beer, with fi rm, creamy head. Leads on yeasty, refreshing hops delivering light pepper and light touches of citrus. Affl igem Cuvée: Little turbid, yellow-golden beer with a fi rm dense head. Delightful balanced aroma of fresh hoppiness, smooth banana and subtile hints of citrus spices.

About Alken-Maes:

Alken-Maes is the number two and, as such, the innovative challenger on the Belgian beer market. Alken-Maes has a well-balanced brand portfolio : beside lagers such as Maes en Cristal, it includes Desperados, the abbey beers and Affl igem and several specialty beers such as Mort Subite. Beside the head offi ce in Mechelen, Alken-Maes has three breweries in Alken, en Kob- begem, and three distribution platforms in Grimbergen, Wellen and Middelkerke. Alken-Maes employs some 500 people, and with a yearly output of 1.4 million hectoliters, the company has an annual turnover of 200 million Euro.

A beer brewed with love, is to be drunk with common sense

You can download pictures in high resolution via alken-maes.prezly.com

For all further questions, please contact:

Annelore Marynissen Alken-Maes Brand PR & Social Media [email protected] M: +32 (0)479/016 058

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