Hartwall will relaunch the Sininen beer. The company seeks to increase appreciation of beer and build a beer culture in Finland. Sininen is a pils that is highly regarded by beer experts and represents Finnish brewing traditions. That makes it a great choice for fostering beer appreciation.
“Hartwall is the innovative leader in the beverage industry in Finland. Although we continuously develop new products, we must sometimes turn our eyes to history and go back to our roots. Sininen is very well-regarded. Beer aficionados have been longing for its return,” says Pekko Koski, Brand Manager, Premium Beers at Hartwall.
The beer was first brewed in 1935. It has enjoyed great appreciation in Finland for decades. First named Lahden erikoispilsneri III, it was soon popularly nicknamed Sininen (Blue) due to its blue cork and bluish label. Sininen was adopted as its official trade name in 1969. It soon became an icon of quality beer. For decades it was termed “the beer of connoisseurs”, as enthusiasts were particularly fond of it. For instance, it inspired the founding of the Sinisen Tuopin Kerho (the Blue Pint Club) beer appreciation society.
To this day, Sininen represents quality and elegance. Thanks to its refined taste, it has been considered particularly sophisticated. Over its long history, Sininen has been the festive beverage of gentlemen and a popular favourite.
“Sininen has been called the lord of the beers, and with good reason. This brew elegantly combines fruitiness with a robust bitter, hoppy flavour. We’re convinced that it will definitely appeal to today’s beer enthusiasts,” says Koski.
Sininen will be launched in 0.5 litre cans. The beer has 4.5 per cent alcohol by volume. Sininen will be available as from 25 March.
For additional information, contact:
Hartwall Ltd, Brand Manager Pekko Koski, pekko.koski@hartwall.fi, tel. +358 20 717 2695 or External Communications Manager Tuija Kleimola, tuija.kleimola@hartwall.fi, tel. +358 20 717 2595
Photos: http://kuvapankki.hartwall.fi