Colruyt and Carrefour are distributing non-alcoholic beer from Brouwerij Haacht

Haacht Brewery is stepping up its game with its non-alcoholic beers. Four months after the launch of the new SUPER 8 Flandrien 0.0, the new beer is not only available in restaurants and bars, but is now also on the shelves of all liquor stores and at the major supermarket chains Colruyt and Carrefour. “Over the past few months, it has become clear that our non-alcoholic SUPER 8 beer is a hit. This is our way of better serving the ever-growing group of flexi-drinkers,” the brewery says. “We’re reaffirming our strong position in the cycling world and, moreover, building strong momentum for our activities this fall centered around our flagship Flandrien in cyclocross and track cycling.”

Barely three months after launching its very first non-alcoholic SUPER 8 beers in the hospitality sector, Brouwerij Haacht is taking an important new step in the NA story. Beverage retailers have already embraced the product line in recent weeks. Now the major supermarket chains are following suit. For example, Colruyt and Carrefour will now be stocking SUPER 8 Flandrien 0.0.

“Supermarkets continue to respond to the growing popularity of non-alcoholic beers in Belgian shoppers’ carts. The decision to expand our selection with high-quality non-alcoholic beers—without compromising on flavor—has proven to be a wise move. Our non-alcoholic beers are helping us put the brewery even more on the map among beer lovers in our country,” says Philippe Michiels, spokesperson for Haacht Brewery.

“At Colruyt Lowest Prices, we carry a wide selection of more than 300 beers. More than 90% of them are Belgian. Non-alcoholic beers are gaining tremendous popularity. Over the past year, our sales of non-alcoholic beers have risen by more than 20%. Colruyt currently carries 32 non-alcoholic beers in its stores. We’re proud to be able to add the Belgian non-alcoholic beer SUPER 8 Flandrien 0.0 to that lineup. We know from experience that our customers appreciate it when we introduce them to new flavors, and we expect that SUPER 8 Flandrien 0.0 will be a hit,” “That’s what Dieter De Brackeleer, beer buyer at Colruyt Laagste Prijzen, says.”

Activities related to SUPER 8 Flandrien during the cyclocross season and the Ghent Six-Day Race

This fall, Haacht Brewery will be putting itself further in the spotlight with its flagship beer, SUPER 8 Flandrien—the beer of the race. Over the coming months, the beer will have its own roadshow during the cyclocross races in our country and the Six Days of Ghent cycling event. At the heart of this campaign is cycling legend and true-blue Flandrien Philippe Gilbert.

“We’ll be at various cyclocross races this fall and winter. Take, for example, the iconic Koppenbergcross on November 1. But the highlight of our activations this year is the Ghent Six-Day, for which we’ve developed an exciting cycling challenge. This is how we’re putting our Flandrien on the map among cycling enthusiasts,” according to Philippe Michiels of Haacht Brewery.

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