(Berkel-Enschot, NETHERLANDS) – Last year, Koningshoeven debuted a new anniversary beer in the USA. It was the first beer in North America to feature “La Trappe” prominently on the label and a foreshadowing of things to come.
Koningshoeven, the only Trappist brewery in The Netherlands, has featured “La Trappe” on its labels around the world for some time, virtually everywhere except here in the U.S. and Canada. The aforementioned La Trappe Isid’or became the first beer to feature the new branding last year and Koningshoeven is now set to do the same with the rest of its products.
Artisanal Imports Eastern Sales Director, Lanny Hoff, says that new bottles began shipping to distributors just over a week ago. “By the end of the year, we should have La Trappe available in most markets. Distributor interest is high and we have some hopes that the brand will perform much better than Koningshoeven did.” Hoff was unable to comment on the reasons for the change.
In addition to the portfolio’s core beers such as Quadrupel, Dubbel and Tripel, Hoff confirmed that the U.S. will receive 375ml bottles of La Trappe Oak Aged Quadrupel by the end of the year. Koningshoeven is also working on the first-ever organic beer from a Trappist brewery, La Trappe Pure, though plans for import to the U.S.A. are not yet worked out.
It was called La Trappe in the US for a long time. I believe the reason the name change to Koningshoeven was that the other Trappist breweries didn’t really care for them using a name like La Trappe. Clearly they must have worked it out and feel that La Trappe still carries stronger brand recognition in the US.
Interesting. The import rep left that part out and I haven’t been drinking long enough to know. Hmmm.
Koningshoeven was La Trappe for years in the US, as stated above. When they lost their Trappist status (and disappeared from the US market for a time), they were prohibited from using La Trappe and had to rebrand with the name of the abbey. Once the Trappist designation was once again in place, the La Trappe name is back.
Does anyone know where its sold in MI, OH or IN? I’m at the brewery now in Tilburg and its wonderfull!
You’d have to get in touch with Artisanal Imports here in the States.
HI!! I met the export manager from Koningshoeven at an event. I think his name was Gijs, but do you know his last name???
I believe it is Swickels.
@jaap- Plum Market in West Bloomfield and Bloomfield TWP in MI carry assorted La Trappe offerings. Both stores have the oak aged Quad and Isid’or.