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May 15, 2021
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1,000 years of expertise and tradition in beer production: URBB expands Timeless Collection portfolio

United Romanian Breweries Bereprod  (URBB)  expands its portfolio with 5 new special beers: Grimbergen Ambreé, Kronenbourg 1664 Blanc, Angelo Poretti 4 Luppoli Original, Angelo Poretti 5 Luppoli Bock Chiara and Angelo Poretti 6 Luppoli Bock Rossa. These beers join the URBB portfolio of special beers, already well-known to the Romanians, such as Guinness, Kilkenny and Weihenstephaner Hefe Weissbier.

“The evolution of the beer market during 2016 confirmed us that the premium and super-premium segments, which URBB focuses on are on an upward trend in the consumer’s preferences. Guinness is the beer with which we have begun this ‘Timeless Collection’. Not by mere coincidence, last year, when there were celebrated 500 years since the Bavarian Law of Beer Purity, the most appreciated Weizen beer in the world, Weihenstephan has entered our portfolio. Thus, our collection of beers includes brands with a tradition of brewing with international standing and an ample expertise, of almost 1,000 years – which translates into quality products, proven to be timeless”, said Shachar Shaine, President of the URBB.

The new brands strengthen the URBB portfolio of special beers, which offer a wide selection of types – from wheat beer to stout, varieties of bock beer or ale, originated in different parts of Europe with a long tradition of beer, such as: Germany, Belgium, Ireland, Italy and France. The selection offers the consumers the opportunity to enjoy beers that have stood the test of time, being produced by breweries set up in different centuries of the second millennium.

 

Timeless Collection

 

Grimbergen Ambree is a beer of Amber Ale abbey, produced from the double fermentation of several types of malt and hops (Gatinais hops), famous in the Grimbergen area, near Brussels, Belgium. This beer is dark in color with ruby shades and has a full flavor, sweet and bitter, with notes of caramel, prunes and malt. Its symbol, the Phoenix bird, highlights the struggle to preserve the authentic values of the abbey despite the devastating fire that it went through. The story of this beer began in 1128, and its name is strongly linked to the establishment of the Abbey of Grimbergen, near Brussels, by St. Norbert.

Kronenbourg 1664 Blanc is a beer from wheat, fresh and fruity, dominated by aromas of citrus and coriander, produced from the “caviar of hops”, Strisselspalt, a type of unique hops  exclusively in France and from special cultures of yeast and malt carefully selected. This beer illustrates the elegance and the taste of France and has been produced since 1664.

Angelo Poretti is an Italian beer, whose story began in Valganna, north of Italy, in 1877 as a result of the founder’s traveling in Austria, Bohemia and Bavaria, where he learned the secrets of producing a quality beer from the best-known masters brewers. The beer will be available on the market in Romania in three variants: 4 Lupolli Original Luppoli 4, 5 Luppoli Bock Chiara and 6 Luppoli Bock Rossa.

Angelo Poretti 4 Lupolli Original is a lager beer of low fermentation, produced from four varieties of hops. The combination of the fruits’ aromatic notes sweetens the bitter moderate taste of Angelo Poretti.

Angelo Poretti 5 Luppoli Bock Chiara is a bock beer with five varieties of hops; It has a distinctive fruity taste, balanced and with a delicate bitter taste.

Angelo Poretti 6 Lupolli Bock Rossa is a red bock beer, with six varieties of hops. Its texture is highlighted by the aroma of burned grain and the discrete shades of caramel and licorice.

The new products are available in the Horeca since the beginning of this month.

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