CHIMAY TRAPPIST BEER IN PR PUSH
The Chimay Brewery (Bières de Chimay s.a.), one of only seven Trappist breweries in the World, has announced that R&R Teamwork has been taken on to manage its public relations in the UK.
Chimay is an authentic Trappist beer brewed within a Trappist monastery, under the control and responsibility of the monks. Profits are poured back into the local community by the Chimay-Wartoise Foundation, a charity which works mainly with youth, regional employment and local development. Since 1862, the beer has been brewed on site at the abbey, which guarantees its authenticity and quality.
The beers:
1. CHIMAY RED 7% ABV – The Chimay Red (labelled Première in a 75cl bottle) is the eldest Chimay. First brewed in 1862, this is noted for its coppery brown colour and creamy head. This is a comfort beer, a beer that hugs you, with warm apricot aromas and flavours of toasted brioche and caramel, refreshed by a touch of bitterness.
Stocked: Morrison’s, Tesco, Booths and Majestic from £1.79 and many on-trade outlets
2. CHIMAY TRIPLE (WHITE) 8% ABV – First brewed in 1966, Chimay Triple (labelled Cinq Cents in a 75cl bottle) has a pale golden almost blond colour with a very fine head. Especially noted for its resinously hoppy aroma, the body of the beer has delicious fruit flavours of muscat grapes and raisins. This has become a big favourite amoungst the younger females in Belgium.
Stocked: Booths from £1.89 and many on-trade outlets – also available on draught
3. CHIMAY BLUE 9% ABV – Chimay Blue (labelled Grande Réserve in a 75cl bottle) is a highly characterful ruminative beer with the fragrance of sultanas, candied orange peel and sweet molasses. It is gentle, warming and delicate. First brewed in 1948 as a Christmas Beer. It carries a vintage statement and will age for up to twenty years. Chimay Blue is available in 33cl, 75cl and magnum.
Stocked: Waitrose, Asda and Oddbins from £1.84 (33cl) and in many on-trade outlets
All Chimay beers are brewed with 100 % natural ingredients. The water comes from the Abbey wells and the yeast is derived from the same strain which was isolated by Father Théodore in 1948. This top fermented Trappist ale is refermented in the bottle and neither pasteurised nor filtered.
Chimay’s Communication Manager, Phillippe Henroz, comments:
“This is a big opportunity for all three of our beers in the UK, we already have a certain presence in the off-trade, but there is so much more we can do to expand into hotels and restaurants as well. Trappist beers and what they stand for are little known in the UK but we intend to change all of that.”
Editors Notes: www.chimay.com
• “Trappist” – There are only six beers in Belgium which can carry the appellation “Trappist” and they are: Chimay, Orval, Rochefort, Westmalle, Westvleteren and Achel. The seventh Trappist brewery is La Trappe based in the Netherlands.
• “Chimay Monks” – The monks of the Abbey of Scourmont at Chimay belong to the Order of Cistercians of the Strict Observance, known generally as Trappists.
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