The makers of Flemish Red Brown Sour Ales, Rodenbach Brewery, has revealed it will make significant investments in its brands, markets, and brewery infrastructure in Roeselare, Belgium.

The company stated that all its beer products will undergo a redesign and a brand-supporting programme. It will also invest $3m to improve its brewing technology.

The new design will create a sense of unity across the portfolio. The letter 'R', which currently appears on all Rodenback Brewary packaging, will sport a new look, paying tribute to the brand's 200 year-old heritage of brewing and crafting Flemish Red Brown Sour Ales.

Rodenbach Classic is the new name for its session beer, which will come exclusively in a pack of six, 8.5oz cans. Rodenbach Classic joins the new Rodenbach Fruitage in the brand's 'thirst-quenching' category.

"The new design will create a sense of unity across the portfolio."

Rodenbach Grand Cru, Rodenbach Vintage, Rodenbach Alexander, and Rodenbach Caractère Rouge will also get a new packaging design. The firm will begin marketing and sales support under a new slogan 'Rodenbach, cheers to the unexpected'.

Brewed in Belgium since 1821, Brouwerij Rodenbach is the maker of the original sour ale and a craft brewer of mixed-fermentation Flanders red-brown beer. 

Aged in the brewery's 294 oak casks, master brewer Rudi Ghequire uses a process called "positive selection" to craft a balanced beer.

Image: Rodenbach Brewery products to get a new packaging and design. Photo: courtesy of Latis Imports.