Exclusive beer reborn after Facebook bet

Summary

Duvel Moortgat will start brewing its Tripel Hop premium beer again, after losing a bet on Facebook. The company brewed the beer in limited edition some years ago, to great success. The beer was expensive but prized by connoisseurs for its dry, hoppy character.

Duvel Moortgat will start brewing its Tripel Hop premium beer again, after losing a bet on Facebook. The company brewed the beer in limited edition some years ago, to great success. The beer was expensive but prized by connoisseurs for its dry, hoppy character.

Tripel Hop contains three varieties of hops and is made with the dry hopping technique, in which “aroma hops” are added to the wort (containing the sugars which turn into alcohol during fermentation) after it has cooled and fermentation is over. That way, the essential oils which provide aroma and impart bitterness to the beer are not evaporated off during boiling.

“No easy job for us to brew,” commented marketing director Johan Van Dijck last week, confirming that he had lost the bet fair and square. The bet was a challenge laid down by Johan Madalijns, chairman of the beer appreciation society De Lambikstoempers, based in the Pajottenland region of Flemish Brabant.

Madalijns bet Van Dijck that he could gather together 10,000 people in the Facebook group “We want Duvel Tripel Hop” by August. If he succeeded, Duvel Moortgat would have to brew the beer again. Van Dijck, who takes brewing lessons together with Madalijns, agreed, and the deal was set down in writing on the back of a beer mat. Company CEO Michel Moortgat went along with the idea.

The magic number was reached last week, long before the deadline. As Flanders Today went to press, the number had soared above 15,000. “I do everything I can to promote Belgian beer,” Madalijns said.

Last week Duvel Moortgat announced a rise in beer sales in the first quarter. "Despite the weak economic climate, Duvel Moortgat managed to record higher results," the company said in a statement. "Should no new and unexpected economic developments occur in the main markets, this growth shall continue in 2010." Duvel Moortgat brews not only Duvel but also Liefmans, Vedett, La Chouffe and Maredsous beers.

Exclusive beer reborn after Facebook bet

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