Importer Morgenrot’s Argentine beer brand, Quilmes, has undergone a full brand revamp, including a packaging makeover of its bottles and cans.

Renamed Quilmes Clasica, the brand launched in the UK more than a decade ago and has quietly developed a passionate following in the on- and off-trades.

Imported by Morgenrot since 2008, it is a mainstay in the growing Argentine restaurant and pop-up food scenes, plus in the UK bar sector, and has benefited from its association with the UK polo scene and Argentine football culture.

Morgenrot’s commercial director, John Critchley, said: “We’re proud to have worked with the Quilmes brewery for over a decade, with the brand growing year on year, and continuing to be a popular choice with our customers.

“It’s by far Argentina’s biggest beer brand and has now also developed a loyal following in the UK, so a revamp was necessary to continue the push.

“With the growing demand for beautifully packaged, taste-rich world lagers, we’re thrilled to launch the stunning new branding, which will be key as we look to make the brand a leading light in the super premium lager category in the years to come.”

Proudly remaining a genuine import, Quilmes Clasica is only brewed in Argentina, with Patagonian hops, malted barley grown in the Pampas and pure water from the Andes.


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