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NEW LAUNCHES

Belgian beer brands Chimay, Delirium enter Delhi & Maharashtra markets
Thursday, 08 February, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Two famous beer brands from Belgium - Chimay and Delirium - have forayed into the Delhi and Maharashtra markets. While the former is by the Trappist brewery Bieres de Chimay, the latter is by Brewery L Huyghe, a Flemish brewery.

Both have launched two labels in the Indian market. Chimay’s offerings are Chimay Gold (a blonde ale) and Chimay Red (the original dark ale), while Delirium’s offerings are Delirium Tremens (Belgian strong blonde ale) and Delirium Nocturnum (Belgian strong dark ale).

The beers have been imported and are being promoted in India by Hema Connoisseur Collections Pvt Ltd. They are marketed and distributed in Mumbai by the country’s leading craft beer distributor, Jorini Hospitality Pvt Ltd.

They were officially launched at New Delhi’s The Beer Cafe in 2017. Alain De Laet, owner and chief executive officer, Brewery L Huyghe, and Edwin Dedoncker, chief executive officer, Bieres de Chimay, were present at the event.

It was supported by Flanders Investment and Trade (FIT), Wallonia Export-Investment Agency (AWEX) and Belgian Luxembourg Business Association (BLBA). The beers will be exclusively available at the two Woodside Inn outlets in Mumbai (Colaba and Andheri).

They are currently available in 330ml bottle formats in bars, restaurants and select retail stores across the two states.

All four are priced at a maximum retail price (MRP) of Rs 550 in Delhi. In Maharashtra, the Chimay Red and Gold are available at an MRP of Rs 650, while the Delirium Tremens and Nocturnum are priced at an MRP of Rs 550.

Beer notes
Delirium Tremens (8 per cent alcohol by volume)
The pale blonde ale has malty notes and a taste characterised by roundness. The flavours and the alcohol are well balanced and the aftertaste is strong and long-lasting with a slight dry bitterness on the finish.

Delirium Nocturnum (8 per cent alcohol by volume)
This dark brown-red brew is characterised by three notes (caramel, mocha and chocolate). Spices such as liquorice and coriander are also present. The initial soft mouthfeel is followed by a structured bitterness, which is partially from the hop and also from the roasted malt and chocolate malt. On the finish, there is a balance between bitterness, sourness and sweetness.

Chimay Gold (4.8 per cent alcohol by volume)
This specialty brew is characterised by its refreshing aromas of hops and spices.

Chimay Red (8 per cent alcohol by volume)
This tappist dark ale is also known as The Premiere. It was the first beer brewed by the monks in 1862. Its coppery colour and sweet, fruity taste make it a tasty dark beer.
 
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