Customers at The Living Room will be the first UK beer drinkers to enjoy Vedett Extra Blond on draught.
The acclaimed Belgian beer spearheads a range of Europe’s finest beers on draught at the 13-strong bar and restaurant group. Vedett Extra Blond is a UK exclusive for The Living Room, heralding a complete revamp of its draught beer line-up, the first step of brand development being implemented by pub & restaurant operator the Orchid Group.
The new range reflects the growing popularity of authentic, imported and more interesting beers. The range is being supported with further category development in packaged beers, wines, cocktails & spirits throughout April & May.
Vedett Extra Blond, a 5% pilsner style lager, will be dispensed on a new exclusive stand alone branded font and is one of 4 new beers in the new draught line up. It will be supported by the recently launched Estrella Damm, a 4.6% lager, the number one selling beer in Barcelona. Becks Vier and Green King IPA complete the new look line up.
The new draught range is part of a wider brand development plan being activated by Orchid, which acquired The Living Room brand as part of its acquisition of Premium Bars and Restaurants at the end of 2009. The range will launch into all Living Room restaurants-bars from April 15 to 24 and is being supported with a Managers’ incentive, customer sampling, quality training and an online introductory sales promotion.
Adam Bowers, Head of Marketing for The Living Room said: “The Living Room is a great brand, but research had told us that it needed to evolve in a number of areas. We’re now at a very exciting stage and the launch of our new draught beer category is the first of many steps we’re taking to keep the brand at the forefront of the industry.”
He adds, “We’ve commissioned independent market research and have been working with the managers and staff to better understand how the brand should develop. The quality of the new draught beer range will have a strong appeal to The Living Room customer and will create a great deal more interest around the category that has been underplayed in the past.”
Matthew Willson, UK General Manager, Duvel-Moortgat (UK) Ltd said “We’re really pleased to be launching our Vedett Extra Blond draught proposition in the UK exclusively with The Living Room. We felt the opportunity to work with The Living Room on this launch was a great fit for us and it represents an exciting time for both brands.”
New draft range tasting notes:
VEDETT EXTRA BLOND (5% ABV) Available on draught in the UK for the first time, Vedett translates as ‘Star’ in Flemish. Vedett Extra Blond is brewed using all natural ingredients with a crisp, lively flavour.
ESTRELLA DAMM (4.6%) Light, smooth and refreshing, Estrella Damm is pale gold in colour with cereal and hop aromas that complement its fruity flavour. The beer is known affectionately as the ‘Star of Barcelona’ in the Spanish city which brews it.
BECKS VIER (4% ABV): Glacial water, golden barley, Bavarian hops and unique yeast combine to create a refreshing 4% lager with a superior crisp, clean and full- bodied taste. Beck’s Vier is brewed in Bremen, Germany to the same exacting standards as the original Beck’s.
GREENE KING IPA SMOOTH (3.6% ABV): A great tasting, fresh, hoppy keg ale from the Greene King brewery in Suffolk. Greene King IPA is brewed using pale, crystal and black malts, and challenger and first gold hops.
