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Belgian premium Craft beers, Chimay and Delirium, enter India market

The Beer Café hosts the launch event in Delhi

Monday, November 13, 2017, 12:00 Hrs  [IST]
HBI Staff| New Delhi

Belgium’s globally renowned premium beer brands, Chimay and Delirium, made an entry into the India market. To start with two variants, each of Chimay and Delirium will be available in India market. These two beers were introduced to the market at an event held at The Beer Café ‘Biggie’ in Delhi last week.

Produced by the Walloon Trappist brewery Bières de Chimay, Chimay is brewed following the monastic traditions started by the monks of Chimay in late 19th century. The brewery has introduced Chimay Red (The Premiere) a coppery colour and sweet dark beer, and Chimay Gold,  a refreshing light beer with aromas of hops and spices.

Delirium is a sought-after craft beer from the Brewery L Huyghe, one of the oldest family owned craft brewery of Belgium.  The Brewery will be introducing Delirium Tremens, 8% Strong Blond Ale and Delirium Nocturnum, 8% Strong Dark Ale to the Indian market.

While beers are highly perishable beverage, these craft beers come with a shelf life of 12 to 24 months. These beers will be available in retail market at around INR 550 per 330ml bottle.

Speaking at the launch, Rahul Singh, Founder & CEO, The Beer Café, said “At Beer Café, these are the most premium beers on the menu. We have already witnessed a sense of exuberance among beer aficionados.” Talking about the increasing beer drinking culture in India, Singh said that while beer is the third most popular beverage after water and tea, India is taking a little while to understand its nuances. However, he said that the urban Indian who is well travelled and tasted such premium beers during their travel to international destinations craves for the same and international beer makers are looking at India in a big way. “At Beer Café, we are the pipeline for them to reach out to the market and play a catalyst role,” he said. 

Alain De Laet, CEO, Huyghe N.V., said that India is the only big country in the world where the best beers of the world are “nearly absent.” He said that Huyghe N.V. along with Chimay are highly recognised brewers from Belgium and together share the same values of quality, respect traditions and believe in sustainable brewing. Huyghe N.V.’s more than 80% of the production is exported to almost 97 countries of the world, which shows its flexibility. “From the list of 40 beers, we have decided to bring the two best beers. Delirium is the wonderful world of pink elephant,” he added.

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