Heverlee premium pilsner set to launch in Irish off-trade

The launch will be supported by integrated digital and in-store activations, including gift-with-purchase, scan-to-win promotions, and consumer sampling activity

Heverlee, the historic Belgian pilsner, launches in Ireland this September with premium bottle and can formats nationwide

Print

Print

News

Read More: C&C Group Dunnes Stores Heverlee

Heverlee, the premium pilsner lager is set to launch in Ireland, with 660ml bottle and 4x440ml can packs available from September 2025.

Launching with listings in Dunnes, Tesco, SuperValu and across convenience, Heverlee is a strong addition to the growing premium-beer category.

The story of Heverlee is one of rediscovery.

Rebirth

Once lost and forgotten – the recipe was found in a corner of Leuven, Belgium by master brewer, Joris Brams within the pages of the Abbey of the Order of Premontre records.

This recipe inspired what would become Heverlee’s pilsner style lager, which has been lovingly resurrected by C&C Group.

Only the finest ingredients are used to brew Heverlee, including the Noble Saaz hops – one of the most expensive and highly regarded in the world.

This gives the 4.4% ABV lager a subtle sweetness from the malt and maize mash, with the distinct bitter aroma of Saaz creating a crisp and refreshing lager.

The expansion into the Republic of Ireland off-trade follows growing success for the brand in Northern Ireland and Scotland, where Heverlee has seen volume growth of +26% YoY across all off-trade outlets, contributing over 1k HL of growth in Scotland, making it the 5th fastest growing premium lager in the off trade there.

The launch will be supported by integrated digital and in-store activations, including gift-with-purchase, scan-to-win promotions, and consumer sampling activity.

Heverlee brand manager Eimear Casey said: “Heverlee is a brand packed full of history and intrigue and will be a welcome addition to the growing premium lager category in Ireland.

“We are excited to be working with our partners in the off trade to bring this launch to consumers and see growth opportunities in the category with the introduction of this crisp, refreshing premium pilsner.”

Heverlee is available now through C&C Group in Ireland.

Read more: C&C Group delivers ‘resilient financial performance’ in FY2025

© 2025, ShelfLife by Ryan Brennan

Read More: C&C Group Dunnes Stores Heverlee

Related Articles

Dunnes maintains lead position as Irelands top grocer →

Forest Feast collaborates with PerfectTed to launch Matcha Chocolate Almonds →