Heverlee launches street art glass for Scottish pubs

By Stuart Stone

- Last updated on GMT

Heverlee heritage: Street art has key to the new glass design
Heverlee heritage: Street art has key to the new glass design

Related tags Belgium Art

Belgian lager brand Heverlee has launched a limited-edition pint glass to the Scottish on-trade in collaboration with Belgian street artist DZIA.

While also the official symbol of Flanders, the area of Belgium from which Heverlee hails, the striking lion design emblazoned on the limited edition chalice glass is meant to symbolise strength and character.

The design is consistent with the style for which DZIA is renowned – the Belgian street artist has earned a reputation for his unique depictions of animals including abstract and intricately detailed murals of foxes, cats, insects, squirrels, eagles, rhinos and horses. He has also been commissioned by brands such as Eastpak and Converse in the past.

Heverlee is the fastest growing world lager in the Scottish on-trade. The new, limited-edition chalice glass, which has been redesigned for the first time since Heverlee launched in 2013, has been introduced to support publicans stocking the Belgian lager through increased and refreshed brand visibility.

Heverlee brand manager Rhona Fyfe said: “In Belgian bars, there are eye-catching glass designs from dozens of brewers and we’re thrilled to be introducing our very own limited-edition pint glass to the UK.

“DZIA’s Belgian lion looks incredible, we’re sure our customers and Heverlee drinkers will agree. Street art has long been part of Heverlee’s identity through our experiential campaigns, so to bring it direct to our customers is something we’re really excited about.”

In Belgium, limited-edition glassware is regularly used to deliver brand standout – something Heverlee is looking to replicate in the Scottish market by offering DZIA collaboration glassware to new and selected existing on-trade customers.

DZIA is a long-standing partner of Heverlee, having painted live at 2015’s Heverlee at Tontine Lane and 2016’s Riverside Festival.

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