The seasons are not what they used to be. That’s why Kasteel Brouwerij Vanhonsebrouck resolutely chooses summer. With Kasteel Rubus Framboise (7%), the family brewery from Izegem is introducing a brand-new taste sensation based on real raspberries.
CEO Xavier Vanhonsebrouck describes his latest innovation as the eternal summer beer. ‘Like many people, I feel at my best in the summer. The sun shines, temperatures increase, and your energy levels get a boost. That’s why I wanted to brew a beer that tasted of summer.’
Xavier and his brewing team found the summer flavour in the genus Rubus that the raspberry belongs to. ‘Raspberries are many people’s favourite red fruit. Furthermore, raspberries grow best in sun-drenched spots, so they are sun-seekers par excellence.’
Real raspberries
Using real raspberries has made Kasteel Rubus Framboise a wonderful beer with a delicate sparkling light pink head. While you pour it, it’s like you are watching an idyllic sunrise. The aroma instantly transports you to summer. The slightly malty undertone tickles the nose, while the fresh ripe raspberries tantalise the senses.
The flavour of Kasteel Rubus Framboise also screams summer. The favour palette is a perfect balance between the sweet ripe fruits and the slightly malty undertone. The fruity finish makes this an easy-drinking beer.
Next big thing
There’s no denying that the summer raspberry flavour is a hit. The sales team went to the Bredene Catering Fair in early February. Besides the established Kasteel beers, the team tapped the new Kasteel Rubus Framboise while they were there. And Xavier can tell you, the kegs were soon empty.
‘The responses exceeded our wildest expectations. So, we will soon be organising various launch events for catering and drinks merchants in Belgium. We want to immerse our customers in the summer vibes of our Kasteel Rubus Framboise. Our neighbouring countries are also eager to make it next big thing.’
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The retail and catering sectors in Belgium, the Netherlands as well as France are eager to make our Kasteel Rubus Framboise the next big thing.
Always innovating
With Kasteel Rubus Framboise, Kasteel Brouwerij Vanhonsebrouck confirms its authority in the strong fruit beer segment. ‘When we launched Kasteel Rouge in 2007, it was received with jeers. Today, other brewers are trying to emulate the original ‘rouge’ flavour, while we keep innovating,’ says Xavier.
The brewer is now using the credibility he built with Kasteel Rouge to offer consumers a brand-new taste experience. ‘Innovation is deeply rooted in our brewery’s DNA. We are never done brewing and we do not shy away from bringing something as yet unseen onto the market. That enables us to keep the beer landscape lively and offer consumers the very best beer experience.’
Today, the brewing kettle in Izegem is filled with raspberries, I’m curious to see what brews the future will bring.
