Ahold Delhaize Creates Antwerp Craft Beer For Charity
Belgian-Dutch retailer Ahold Delhaize has announced a special craft beer brewed in partnership with the Belgian city of Antwerp and local brewery Antwerp Beer Company.
The beer, Tournée Antwerp, will be sold in about 40 Delhaize stores in the city starting in June.
The flavour of the beer was engineered with input from a handful of specially selected customers and employees out of 250 candidates, who became 'brewers for a day'.
Joined by officials from the City of Antwerp, the amateur brewers were given on-site training by the founder of the Antwerp Beer Company, Johan Van Dyck. They then gave their opinions to help fine-tune the flavour of the beer.
Antwerp Beer Culture
Some of the sales will go to local charity Berrefonds, which supports parents who have suffered the loss of a child.
"The Antwerp beer culture, which dates back to the 13th century, contributes to the culinary appeal of our city," said Koen Kennis, Antwerp's alderman of middle class and tourism. "With Tournée Antwerp, we not only get a full beer, but Delhaize also supports a local charity."
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.