SABMiller goes Belgian

St Stefanus: beer sold locally as Augustijn

Brewer plugs portfolio gap with 'Abbey' ale

Look out Leffe – SABMiller has plugged a hole in its brand portfolio, launching its first Belgian ‘Abbey’ beer in selected markets.

SABMiller is partnering with the Van Steenberge brewery to distribute its St Stefanus brand, a name derived from the monastery of Sint Stefanus to which the brewery is linked and which still houses an order of Augustinian monks.

“We have been searching for something special for beer enthusiasts in a category that already has some exceptional beers,” commented Alan Clark, managing director SABMiller Europe. “In St Stefanus we have found exactly what we are looking for – a genuine Abbey beer that has remained true to its heritage and offers a high-quality product to a niche, yet discerning, market.”

Brand variants will range from a lower alcohol Blonde, cellar-matured for three months; to Grand Cru, which is cellared for a minimum of nine months. Depending on maturation, variants will come to market beginning this autumn.

The agreement with Van Steenberge is said by SABMiller to be a first of a kind, with the brewery remaining independent and producing and distributing the same beers in the local market under the original brand name of Augustijn.

Van Steenberge commercial director Jef Versele expressed “delight” with the SABMiller distribution agreement. “As the industry continues to wake up to the potential of the craft segment, progressive agreements like this will ensure a broader and more varied portfolio for global brewers, product integrity and greater reach for craft products and, most importantly, more choice for consumers.”