When Palm Brewery acquired Rodenbach in 1998, the beer world was stunned when it was announced that the legendary Rodenbach Alexander would be discontinued. Alexander, a blended Flanders foederbier macerated with sour cherries, could go for up to $1,000 on the black market. Then, in 2016, Rodenbach surprised everyone with the return of 750 ml bottles of Alexander. Now, Rodenbach is once again turning heads by packaging the world famous beer in 4-packs of 11.2 oz bottles.
According to a press release from Latis Imports, the US Division of Bavaria, whose portfolio includes Rodenbach, the 4-packs will be available year-round starting in June with a suggested retail price of $14.99.
The move to 4-packs and wider distribution is an interesting development for Rodenbach. Craft beer aficionados chase hype. And, in most beer fan’s minds, year-round 4-packs are not hype. However, Rodenbach sees this as an opportunity to turn more consumers into hype-chasers.
“Whenever Rudi comes to the US, we actively engage and listen to consumers and there’s an overwhelming desire to have access to this particular beer,” explains Craig Alperowitz, Head of Marketing at Latis. “Our beers are meant to be enjoyed, and we’re excited that more people will have access to Alexander than ever before. Also, as consumers palates change and open to more complex and sour beers, we believe now is a great time for them to try Alexander–if they haven’t already–to see and explore new expressions of sour beers.”