Size: 250 ml
ABV: 3 %
You only need to read the review of Hoegaarden (#81) to understand why the beer I am drinking today has ever come to exist. I am almost certain that if Pierre Celis still looked after affairs then the Hoegaarden Citrons would be little more than a bad idea scribbled on a discarded flipchart page *. But it’s Belgian, and therefore I need to drink it. I’ll try and be quick.
The history of Hoegaarden I previously outlined was a brief glimpse into the sad demise of the de Kluis brewery, and one of the outcomes of this new modern world was the addition of a number of low strength fruit beers to the range. Simple concept of weak base beer diluted further with some kind of processed syrup. It’s a fairly common practice now amongst modern day breweries who clearly have a market for such stuff or they wouldn’t make it. Hoegaarden have delivered us the Citrons (lemon and lime), and the Rosee (raspberry). Other breweries who have succumbed are Haacht with their Mystic range, Du Bocq who have polluted the market with beers such as Agrumbocq (#74), Redbocq and Applebocq. Bockor (Jacobins), de Smedt (Grisette), Huyghe (Floris) and Het Anker (Boscoulis) are among others who have all cashed in.
The formula clearly does work. In 2009, a year after the production of beer was returned to the Hoegaarden spiritual home, the annual report of AB/InBev referred to Hoegaarden products as the fastest growing brand. This is surely more to do with the international reputation of the staple blanche beer than the summer Citrons and Rosee. An example of this globalisation was the production of Hoegaarden for the South Korean market in 2008, through subsidiary company Oriental Brewery. While this has been another commercial success for AB/InBev through the accounts ledgers, the general public agree that the flavour is a far cry from the original. I guess you could say here is another example of the great brand being Seouled out 😉
The Hoegaarden Citrons hit the Benelux market in 2008, marketed as a ‘beer aromatised with lemon and lime, with sugar and an artificial sweetener. Not filtered, naturally misty’. It was perfectly pitched for those looking for a low strength beer on a hot summer afternoon. Clearly this is why this beer never made it over to the UK, hence I tried it on a dark blustery afternoon indoors. I’m sad to say that I actually found it quite refreshing. It barely touched the sides and reminded me more of cool lime sodas that I regularly drunk while travelling around India. Nothing like nostalgia to improve a rating. If you are the designated driver and you need refreshing there are plenty worse options available than this one.
* Pierre Celis sadly passed away in April this year after a lengthy battle with cancer. He was 86 years old. I feel confident that whatever Pierre is drinking right now as he looks down to survey the fruits of his labours, it won’t be a Hoegaarden Citrons.