Affligem blonde bottle

Heineken: drinkers will pay more for quality brands

Heineken is launching Belgian beer Affligem into the off-trade after this month bringing distribution back in-house.

The brand was introduced to the on-trade two years ago by distributor Morgenrot. It comprises 6.8% abv Affligem Blonde (rsp: £4.50/3 x 300ml), Affligem Double (rsp: £4.99/3 x300ml), and 9% abv Affligem Triple (rsp: £1.99/300ml).

Consumers would pay more for premium products that offered a treat, said Heineken.