Heverlee launches new limited edition ‘fox and hare’ street art can designs

World renowned Belgian street artist Dzia has designed Heverlee’s new limited edition cans and packaging, rolling out in May

Premium Belgian beer, Heverlee, has collaborated with world renowned street artist Dzia to design a range of limited edition cans and packaging, featuring two of his signature animal designs – the sly fox and Belgian hare. C&C Group is introducing the new 330ml can and 6x330ml pack designs for the premium Belgian lager in the on and off-trade in May.

Dzia is famed in street art circles for creating wild animal murals in urban settings, using a unique and instantly recognisable spray-painting technique. His newest design was inspired by the fox, a wild animal that has adapted to life in an urban setting, and the Belgian hare, which is not native to the UK, though has thrived by adopting it as its own home – just as Heverlee has since making its debut here in 2013.

The design creates the impression that the fox is chasing the hare around the can, and is a replica of a design he first created in Heverlee’s hometown of Leuven, Belgium. The can also features DZIA’s iconic signature, which is used to authenticate his work in cities around the world.

As the global beer capital, Belgium has over 1600 varieties of beer, so it’s common for brewers to use bold, eye-catching designs to ensure they stand out amongst a crowded market – and Heverlee’s new designs will do just that in bars and shops across the UK. The striking cans and packaging will provide an attractive focal point on shelves and refreshed visibility following the brand’s successful introduction to the take-home category in August 2017.

Head of Premium Beer Brands at C&C Group, Angus Lawrie, said:“Heverlee has enjoyed significant growth since it was introduced to the UK market in 2013. We have big plans for Heverlee this year, specifically designed to drive footfall into bars and retailers to encourage purchase, and the stunning new limited edition can design from Dzia is just the beginning.

“Through a range of innovative consumer-led experiential and sponsorship activations over the last four years, Heverlee has quickly become iconic and these new packs will help to maintain our growth momentum in the UK.”

The launch of the limited edition cans will be supported through an integrated PR and social media campaign throughout Summer 2019 as the product continues rolling out in the on and off trade.

Consumers on social media have already had a teaser of the new design through an influencer marketing campaign in April that saw four of the UK’s leading social influencers visit the home of Heverlee in Belgium, including Love Island 2018’s Adam Collard.

The renowned street artist, Dzia, has been a long standing partner of Heverlee, painting live at brand sponsorship activations, including 2016’s Riverside Festival in Glasgow as well as 2018’s Heverlee at Mayfield festival in Manchester and Hit the North festival in Belfast, and has previously had his designs showcased on limited edition ranges of Heverlee’s iconic chalice glassware.