Premium beer brand Heverlee will transform Edinburgh’s disused New Waverley arches into a three-day Belgian themed micro-festival. Opening on Belgian National Day (21 July), the Heverlee at New Waverley event will immerse consumers in the summer beer garden lifestyle of the brand’s home country through a fusion of contemporary Belgian and Scottish cultures. Also available exclusively at the event will be 330ml cans of Heverlee pils, the very first time Heverlee has been available in cans and bottles. The 330ml can will roll out widely across the on and off trade later in the year, with a 660ml bottle also set to be available.
The three-day micro-festival has been designed to increase brand awareness amongst consumers and create a legacy which will leave behind an increase in sales across Heverlee pouring outlets in Edinburgh. Heverlee at New Waverley follows on from the hugely successful Heverlee at Tontine pop-up Belgian beer café which ran during Glasgow’s Merchant City festival in 2015.
Attendees of Heverlee at New Waverley will have the chance to enjoy Heverlee’s pilsner style lager and two limited edition Heverlee brews created in Belgium especially for the micro-festival.
Brought together for the very first time by Heverlee, Edinburgh’s street food market, The Pitt, will join forces with local record label Firecracker Recordings to co-curate a line-up of food, drink and music. Entertainment will also come in the form of immersive projections and live street-art from some of the city’s best known artists.
Over the three-day micro-festival, Firecracker Recordings will programme a hand-picked line-up of eclectic electronic DJs to soundtrack the party atmosphere. Those playing include the likes of Charlie Bones of London’s underground radio station NTS and Edinburgh’s own Linkwood. Another big name on the bill will be LuckyMe Record’s Éclair Fifi, a Scottish DJ who has previously held slots on BBC Radio1.
Popping up outside their usual home of Leith, The Pitt will serve up a range of delicious Belgian inspired dishes including; classic moules-frites, steak-frites and carbonade flamande (a traditional Belgian beef stew) made with Heverlee beer. For those looking for something sweet, mouth-watering traditional Belgian waffles will also be served.
The full line-up of arts and entertainment will be available via Heverlee’s social channels in the weeks leading up to opening night.
Wendy Espie, Senior Brand Manager at Heverlee, said:
“When it comes to creating continental beer gardens, few countries in the world do it better than Belgium. Since the success of Glasgow’s Heverlee at Tontine in 2015, we’ve been really keen to run another event and we can’t wait to open Heverlee at New Waverley on Belgian National Day. With a carefully selected line-up of food, drink, music and art we’re sure the event is going to be a real hit with beer lovers in the city. We look forward to inviting the trade down to enjoy a pint, or even a can, and experience the event for themselves.”