To support the Red Devils, the Jupiler is changing … color!

To support the Red Devils, the Jupiler is changing … color!
To support the Red Devils, the Jupiler is changing … color!

It is not yet known if the Red Devils will win the Euro. What we do know, however, is that the Devils will be supported from everywhere in Belgium. Including by the Jupiler. For its “We’re All Red Inside” campaign, the famous beer brand has decided … to change color. “For two months, this limited edition beer will be all red, like the Devils and the whole country. The use of state-of-the-art brewing techniques allows you to change only the color, but not the taste,” she explains.

The brewing process of the Jupiler Red is in every way identical to that of a regular Jupiler. The only difference is the red dye added by the brewer in the last phase of production: “We use clarified extract of black carrot, it is a perfectly natural dye, color Vivid Red. As it is totally tasteless, it only changes the visual appearance. The taste, freshness and quality of Jupiler Red remain identical to those of the most famous pilsner among Belgian consumers “, comments Ben Souffriau, product innovation specialist at AB inBev.

After the name change in 2018 in favor of the beer “Belgium”, Jupiler will therefore have another aspect. If the Devils Euro starts on Saturday June 12 against Russia, “The special Euro 2021 edition of the Jupiler Red will be distributed from May 17th …”

Note that it will be served in cafes and will cost the same price.

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