London — Belgian abbey beer, Leffe, has designed a new glass after 18 months of development, to enhance the tasting experience, enabling drinkers to enjoy Leffe in the most optimum way and rediscover time.
This new glass heroes the colour and enhances the foam of Leffe, with an engraved ‘L’ at the bottom of the glass. The L shape promotes a continuous release of bubbles, meaning the foam head can stay frothy for longer.
As a beautiful focal point, the new glass stem has been redesigned to feature a three-dimensional engraving of the Leffe Abbey, reaffirming the brand’s rich heritage, but with a contemporary twist. As beautiful as it is functional, this upgrade allows the glass to be held easily without warming the liquid, ensuring it remains at the perfect temperature to be savoured.
The rounder form and narrower neck of the new glass concentrates the complex scents and subtle nuances of the beer’s unique aromas, reinforcing Leffe as a distinct and premium serve.
Jonny Tyson, Beer Knowledge Manager and Educator, comments“The new glass is not only appealing to the eye, but it also enhances the taste experience of Leffe, enabling drinkers to fully appreciate the quality of the beer. We are committed to driving excellence in every pour, allowing drinkers to savour each and every Leffe moment, and rediscover time.”
To help the on-trade understand the new glassware features and benefits, Leffe has created a video talking through the design:
An instructional video with, Jonny Tyson, has also been produced to educate bar staff on how to perfectly serve Leffe, demonstrating Leffe’s commitment to ensuring the optimum serve in every pour.
The redesign of the Leffe glass is part of a wider investment programme for Leffe in the on-trade across the UK, which will be launched later this year.
About Leffe
Making the extraordinary just perfect, Leffe is the beer that enriches special moments. The flavourful and full-bodied character of the Leffe family of beers provides a recipe for life’s best experiences. Made from only the highest quality ingredients, Leffe’s unique brewing heritage is now shared and enjoyed by consumers in more than 70 countries worldwide.