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Luxembourgish beer brand Diekirch launches “Craft by Diekirch”, a limited-edition series of beers alongside their special Christmas beer. Through a qualitative consumer survey, the brewery aims to discover the changing tastes of beer lovers!
February 2022 marks the launch of “Craft by Diekirch”, a series of limited seasonal beers, in addition to Diekirch’s yearly Christmas beer. Each launch will include a small batch of a limited-edition beer, available exclusively via 60 ambassadors (partners) throughout Luxembourg. This marks a new step in the brand’s innovation process after a logo rebranding in 2018, the celebration of their 150 years of existence in 2021, an increased presence on social media together with new beer crates.
Through this project, the brewery seeks to include the Luxembourgish community in the development of these limited edition beers, as it has done at every crucial stage of its history. Their aim is to innovate and develop new tastes while continuing the use of traditional production methods to create the best beers possible. Indeed, for each launch of a new beer from the project, the brand will carry out a qualitative consumer digital survey to find out more about the changing tastes of beer lovers. The brewery will then use these results to improve, and potentially market on a large scale a craft beer that would best represent the desires and preferences of consumers.
According to Benoît Gribaumont, Horeca Director of the Brasserie de Luxembourg, “placing heavy emphasis on consumer input into beer design is a very rare trend in the brewing industry.” And adding, “we are delighted to take a new step in this adventure that started over 150 years ago. We want to offer our community something truly unique, qualitative, innovative and special.” With the launch of the “Craft by Diekirch” series, the brewery is also keeping up with the trend for craft beer, which is gaining in popularity.
The first launch of the “Craft by Diekirch” series will be released on the 13th of February 2023.
More information: www.brasseriedeluxembourg.lu
Pictures: Diekirch