Duvel sets up UK office

August 17, 2006: Duvel, the family-owned Belgian blonde ale (8.5%), has set up its first UK office to handle sales and marketing for this and sister brands.

The new team will be responsible for building awareness and sales of Duvel, and of Vedett and abbey-beer Maredsous. It will focus on the on-trade where Duvel is becoming increasingly popular

The team will also link closely with the sales initiatives of Duvel’s UK distributor, James Clay and Son, which has recently signed a contract to continue their distribution agreement of the last fifteen years.

Duvel Moortgat UK Limited will be headed by general manager Nick Short, who has put together a team of four to help him service the UK market.

Duvel Moortgat is headed by the fourth generation of the Moortgat family and has been brewing beers 40 minutes outside Brussels since 1871. Duvel itself - meaning Devil in Flemish - is noted for its fine lemon colour and towering, wave-like head, delicate sparkling mouth feel and silky-smooth taste, and is presented in its own bespoke glassware.

"Opening the UK office shows the long-term commitment of Duvel Moortgat to this market and is an indicator of how the speciality beer category is growing," said Mr Short.

"The sophisticated taste and higher alcohol content make Duvel a rarity - an affordable indulgence - and we are excited about its future growth prospects in the UK.”

l Duvel is available in Morrisons, Asda, Oddbins, Waitrose and Tesco, priced from £1.49 per 33cl bottle. Sainsbury’s sell a 75cl bottle for £3.59 and Asda offer a gift pack of 4x33cl bottles with a branded glass for RRP £6.49.