Jupiler beer will take on the color red

Small (temporary) revolution for the famous Belgian beer, with a view to Euro football.

“We’re All Red Inside”: this is the name of the communication campaign launched by Jupiler and the Belgian Football Union on Thursday. On this occasion, the famous Belgian beer will no longer be yellow but red, in tribute to the Red Devils who will compete in the European Championship which begins on June 11.

The Jupiler Red is a limited edition that will debut on May 17 and last for two months. “The use of ultramodern brewing techniques makes it possible to change only the color, but not the taste,” assures a press release from the Belgian Football Union. “We use clarified extract of black carrot, it is a perfectly natural colorant, color Vivid Red. Since 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, ”explains Ben Souffriau, product innovation specialist at AB inBev.

Partner of the federation for more than 30 years, Jupiler had already marked the spirits on the sidelines of the 2018 World Cup by temporarily renaming itself “Belgium”.