Dommelsch is reintroduced to the market after 14 years: "We want to embrace the region more"

DOMMELEN – There are so many choices on the shelf that Dommel beer has fallen into oblivion. It is high time for a cosmetic change. Dommelsch changed his label and logo. Dommel occupies a prominent place on the label. But is it enough to breathe new life into the brand?

The parent company AB Inbev introduced the new logo and the new non-alcoholic beer on Tuesday afternoon in the historic brewery of the Dommelsch factory in Dommelen. "After 14 years, we noticed that the brand was ready for a fresh wind," says Sjors van Drie, head of the beer brand. "The new design should make us stand out more on the shelf between everything else."

On the new label, the Dommel takes a prominent place to highlight its origins. "We want to embrace the region more," says Van Drie. "It's especially an ode to Dommel." The lager remains the same, but is put in a red jacket. Non-alcoholic beer, or Dommelsch 0.0, has a blue label.

Several brands of beer were used by Dommelsch to make non-alcoholic beer. In the names is pretty crazy almost always "0.0". But how do you really taste a non-alcoholic beer?

Dommelsch is still mainly drunk in Brabant. According to Van Drie, there is no additional advertising for the new beer. "We are now going to adapt the 150 or so catering companies to the new style, and we need to continue to profile ourselves as a cheap alternative to other beers."