Mystic Cherry gets an elegant makeover

If you order a Mystic Cherry at the pub or stock up to enjoy it at home, you’ll be pleasantly surprised to see that this well-known Haacht Brewery fruit beer has been given a completely new look.

Mystic Cherry, which was voted best fruit beer in the world at the 2018 World Beer Awards, now boasts a label that is perfectly suited to the contents of the bottle. “Our famous fruit beer has always guaranteed consumers a premium experience and I am proud to say that the visual experience is now exactly what it should be as well”, says Boudewijn van der Kelen, the marketing director at Haacht Brewery. “Mystic Cherry has always been unique in the world of fruit beers. It is brewed using white beer instead of lambic or gueuze, giving it a gentle flavour and refreshing aftertaste. Moreover, this beer contains 25% juice, concentrated from carefully selected sour cherries, which gives it that rounded, juicy cherry taste and typical bright red colour. The new look is an understated and stylish ode to nature, and perfectly highlights those qualities. Needless to say, we haven’t changed the international award-winning taste. The recipe has remained the same.”

However, the bottles, labels, caps and glasses have all been elegantly revamped. What is more, Mystic Cherry is now sold in brand new 4-packs, and the visuals for the catering trade, including beer coasters and beer tap medallions, have been given a complete makeover.