The iconic Notre-Dame de Scourmont Abbey, where Chimay beer has been brewed for 175 years, has surprised the market by launching the first Trappist beer in a can in Belgium. This decision seeks to modernize the traditional format and capture the attention of young people, especially those under 45.
Although the format had already been tested in markets such as the United States and Japan, Chimay becomes the first Belgian Trappist brewery to take this step. Until now, Belgian Trappist beers, supervised by Cistercian monks, had only been distributed in bottles or barrels. In Belgium, 29% of beer is consumed in cans, a package that offers greater protection against light.
According to Pierre-Louis Dhaeyer, general manager of Chimay, the challenge was to maintain the traditional image without losing authenticity: “We didn’t want to alienate our regular consumers, but we did want to attract new ones”.
The beer will be available in 33 cl cans with three varieties: Dorée (4.8%), Rouge (7%) and Triple (8%). The company is also experimenting with an alcohol-free version, although its launch will depend on achieving the desired quality.
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