Bronze for the brand-new Primus 2.6 at the Brussels Beer Challenge

A wider selection offers consumers a Primus for every occasion

“We’re reintroducing the authentic Primus to the market with a fresh perspective and expanding our lager lineup with Primus 2.6 and an alcohol-free Primus. Primus 2.6 offers consumers a full-flavored lager experience with nearly half the alcohol. By broadening our selection, we’re giving consumers more choice. Whether you want to drink alcohol-free, are consciously cutting back, or are simply looking for a familiar pilsner: from now on, there’s a Primus for every moment. In doing so, we felt it was especially important to preserve the character and fullness of the authentic Primus. We’re proud of this result, because this recognition shows that Primus 2.6 has literally struck a chord with an international jury of experts. It’s an important acknowledgment of our teams’ commitment and dedication to innovating with delicious, high-quality pilsner varieties.”, explains Séverine Distave, Chief Marketing Growth Officer at Haacht Brewery.

Full, authentic flavor, half the alcohol

Primus 2.6 has a slightly malty aroma. The refined hop aromas and beautifully balanced bitterness create a refreshing and light beer that shares the same character as the authentic Primus. Incidentally, Primus continues to be brewed according to the original recipe and true brewing traditions. With a large-scale campaign—“Whatever you’re up to, it starts with a Primus”—Haacht Brewery, in partnership with local hospitality businesses, is fully embracing the authentic pilsner brand and aims to appeal to more consumers.

At this 14th edition of the Brussels Beer Challenge, an international jury of experts is judging 1,700 beers from 35 countries. Most of the entries come from Belgium (420), followed by Italy and China. Non-alcoholic beers now account for more than 100 entries, spread across four categories.

About Haacht Brewery

Haacht Brewery is an independent, Belgian family-owned brewery that employs approximately 360 people. Its main activity is providing a full range of services to more than 6,000 hospitality establishments, serving both the domestic and export markets. In addition, Haacht Brewery distributes its beverages through partnerships in the retail market. The best-known beer brands in its portfolio are Primus, SUPER 8, Tongerlo, Ommegang, Charles Quint, and Mystic.

More info about Primus → www.primus.be

More info about the Brussels Beer Challenge → www.brusselsbeerchallenge.com

Contact

Philippe Michiels | Communications Manager
press@haacht.com