With the explosion of high quality American craft beer, international brands have been itching to get in on drinkers looking for better beers with more flavor. Affligem, a Belgian Abbey Ale that can trace roots back to Medieval times, is getting a new push from its parent company Heineken in select American markets, including New York. We were recently invited to a tasting event they held at Suit Supply in SoHo to show off the beer and the emphasize the luxury market that they are targeting.
In particular they showed us what they called the beer’s “pouring ritual” that separated the “body” from the “soul.” The soul being the last ten percent of the bottle where most of the yeast used for bottle conditioning lies. The drinker then has the option of drinking separately or adding this to the body for drinking. The brand will be represented by their Brand Ambassador Lex Rushmore in New York City and will be available at some pretty serious beer spots like Taproom 307, Valhalla, and The Ginger Man.
Photos courtesy of Formula PR Inc