Hoegaarden welcomed in Thailand’s summer by launching their latest flavour variation.

‘Hoegaarden Botanic’ is a seasonal variant intended to help consumers relax during the festive Songkran period. It is a new flavor that was successfully launched in Korea and Hong Kong in 2021.

This also follows on from the successful launch of Hoegaarden Peach in the Southeast Asian kingdom in 2021.

Positioned as refreshing and light, the archetypal Belgian wheat (wit) beer has been infused with natural extracts such as lemongrass and lemon peel.

Hoegaarden Botanic is infused with lemongrass and citrus zest

To mark the occasion, brand owners AB InBev created a botanical garden art installation in the heart of the Bangkok.

At the event, which ran from 23rd-27th March in a building next to the famous Victory Monument, people could escape from the hustle and bustle of the city for an immersive Hoegaarden Botanic experience through the activation of four “senses”:

‘Sight’: Let the eyes relax in a minimalist Korean-style botanical garden
‘Sense‘: Breathe in natural botanical fragrances
‘Sound‘: Listen to the sounds of nature to help relieve stress and calm the mind
‘Sip‘: Indulge in the refreshing taste of Hoegaarden Botanic

With good social media engagement being at the top of every product marketers buzz list the event also had a variety of photogenic areas ready for the snap and post!

The installation featured a botanic garden

Attendees had lots of instagrammable opportunities to share their experience