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May 28, 2024

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Hoegaarden & Rahul Mishra in an exclusive collection, ‘Summer in a Glass’

As the sun-drenched days of summer pass, an exciting collaboration between acclaimed designer Rahul Mishra and iconic Belgian beer and gin brand Hoegaarden have come together for an exciting collaboration. Unveiling ‘Summer in a Glass,’ a limited-edition sipping collection, Mishra and Hoegaarden blend the worlds of craft alcohol and haute couture in an exquisite celebration of craftsmanship and botanical infusions inspired by the romantic allure of a European summer.

Image from Hoegaarden

Launched ahead of World Cocktail Day on May 13, ‘Summer in a Glass’ embodies the essence of savouring life’s finer moments. It goes beyond being merely a beverage collection; rather, it stands as a fusion of artistic expression and practical utility. Mishra’s designs, inspired by the diverse flavours of Hoegaarden Gin, elevates each sip into an immersive sensory experience, blurring the lines between art and functionality. In this collaboration, every element, from the intricate patterns to the delicate adornments, serves not only to enhance the aesthetic appeal but also to enrich the act of sipping itself, symbolising the harmonious blend of creativity and utility in everyday objects.

Vineet Sharma, Vice President – Marketing at AB InBev India, expresses excitement about the collaboration: “Hoegaarden has been synonymous with curating delightfully delicious experiences with its flavourful portfolio of beer and gin. Our partnership with Rahul Mishra has allowed us to reimagine the art of slowing down & savouring in style. We’re thrilled about the culmination of this collaboration in ‘Summer in a Glass,’ inviting consumers on a journey of sensory exploration.”

Image from Hoegaarden

Meticulously crafted with intricate, nature-inspired patterns and delicate brooches adorning each Hoegaarden bottle, ‘Summer in a Glass’ is a fusion of design and indulgence. Mishra explains, “When I think of summer, I imagine crystal blue skies, vibrant landscapes, and a variety of flavoursome cuisine. An ideal time for leisure and celebration—the sentiment we’ve aimed to bring to this special package design with Hoegaarden. The design borrows inspiration from the ingredients used in their three introductory flavours. It works in synergy with our appreciation for nature’s cherished gifts of summer.”

Image from Hoegaarden

Rahul Mishra’s creative vision seamlessly intertwines with Hoegaarden’s heritage and flavour profiles, resulting in a collection that embodies sophistication and excellence. From Hoegaarden’s Parisian Romance Gin, evoking the enchanting streets of France with its berry-forward flavour, to the Belgian Original, reminiscent of fragrant Ghent gardens, and the Mediterranean Summer variant, with its citrus-layered notes echoing sun-drenched terraces of the Riviera—each element harmonises with Mishra’s dedication to meticulous artistry.

In addition to ‘Summer in a Glass,’ this collaboration will also bring to life signature Hoegaarden cocktail serves at select bars across Mumbai, Goa, and Bangalore, culminating in celebrations for World Gin Day on June 8. This collaboration between Rahul Mishra and Hoegaarden epitomises sophistication and excellence, offering consumers a unique blend of fashion and flavourful experiences that cater to discerning palates and aesthetic sensibilities alike.

Zara Flavia Dmello


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