The Gaarden is Open 

Hoegaarden’s Return to Indonesia: A Celebration 

The leading beer and beverage company Anheuser-Busch Inbev introduces two variants of Hoegaarden beer, namely Hoegaarden Original and Rosée, through the series of events The Gaarden is Open. The launch event was held at Lucy In The Sky, on Thursday (3/10), followed by subsequent events involving collaboration with key opinion leaders (KOL) of the capital’s lifestyle. 

Hoegaarden Beer is a super-premium brand of authentic Belgian wheat beer that is recognized on a global scale, boasting a history-laden recipe that dates back to 1445 and has stood the test of time. This beer is produced by Anheuser-Busch Inbev from Belgium, which appointed PT Mitra Indo Maju as its official and exclusive importer in Indonesia. 

The recognition of the quality of Hoegaarden Beer has been recognized worldwide, including through the World Beer Cup award which is the highest compliment in the beer world. Nine times won World Beer Cup medals, making Hoegaarden at the most awarded Belgian wheat beer in history. 

The two variants introduced this time are Hoegaarden Original and Hoegaarden Rosée. The original variant contains 4.9% ABV (alcohol by volume) with a unique and complex taste. This white beer has a combination of sweet, sour, slightly bitter taste, complemented by a touch of spicy taste from coriander and a citrus taste sensation. 

The Hoegaarden Rosée, on the other hand, with an ABV of 3%, may be pink in color, but is a true wheat beer. In harmony with the beautiful color, this variant displays the taste and soft color of raspberries. Hoegaarden Rosée has a naturally sweet taste in a rich fruity aroma, accompanied by a hint of spice and coriander. As it is unfiltered, this beer comes in distinctive, vibrant colors with hues of pink to bright orange tones. 

Hoegaarden’s series of launch events, The Gaarden is Open, aims to inspire customers to take a break from the daily grind, take time out, and enjoy the break in a relaxed manner. 

Marking the introduction of the two variants of Hoegaarden Beer, Brand Manager of Hoegaarden Indonesia, Kartika Erwanto stated: “We are pleased to introduce two Hoegaarden variants, namely The Original and Rosée which combine Belgian Beer Heritage and high quality ingredients. We believe that the presence of Hoegaarden will provide a new color and experience for the beer market in Indonesia.” 

Meanwhile, Dominic Kirk as General Manager of Anhheuser-Busch Inbev Thailand, the Philippines, and Indonesia said: “We are very excited and proud to launch Hoegaarden in Indonesia. This is a brand with a big history and an even better taste. Hoegaarden is loved by consumers around the world, especially performing very well in the Asia Region, where the brand is recognized as the number one wheat beer. 

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