Trappists foresee export increase

Spot the difference: The new...

Chimay to get global re-design

Belgian Trappist brewer Chimay is expecting exports to soon outweigh domestic sales as demand for its beer grows in key overseas markets, such as the UK.

To help drive the growth, from March the beers will be rolled out sporting new-look labels. In keeping with monastic modesty, the re-design is more touch-up than full-on face-lift and may not be immediately apparent to all.

Nevertheless, marketing manager Phillippe Henroz said: “The new Chimay beer range labels have been designed to look fresher, luminous, contemporary and modern, but without losing the feel of the traditions of the Chimay brand.”

The monks of the Abbey of Notre-Dame de Scourmont have been gladdening the hearts of men with their beers and cheeses since 1862. Chimay is one of only six Belgian brewers that qualify for the title ‘Trappist’.

As tastes and drinking habits evolve around the world, the brewery has foreseen increasing overseas opportunities. Gildas Fily, from Chimay’s export team, said markets such as the UK and the US, with their booming craft beer sectors, were of particular interest.

“People are drinking less but they want to find new experiences with beers of complexity and this has changed the opportunities for Chimay,” he told BG during a flying visit to the UK today.

Fily said exports currently account for approximately 45% of the brewer’s output but he added that as markets mature and consumers’ tastes develop, overseas sales could soon surpass those in Belgium.

Chimay’s core range of beers varies in alcoholic strength from 7% to 9% ABV. Chimay Red is billed as ‘the perfect food beer’, Chimay Triple ‘a great aperitif’ and Chimay Blue as ‘the connoisseurs’ choice’.

In the UK the Chimay range is available in 75cl and 33cl bottles from a host of nationwide supermarket and off-licence chains including Tesco, Asda and Oddbins. All three beers can be found in the on-trade, with Triple available on draught.