Quebecers invited to discover new flavours: Beer expert Philippe Wouters to collaborate with IGA

MONTREAL, Oct. 16, 2014 /CNW Telbec/ - IGA is proud to be working with beer expert Philippe Wouters to assist their customers in discovering a variety of flavours. Mr. Wouters has created an association system of colours and sensations available exclusively at IGA that indicates a flavour profile for every beer sold in store. This partnership is a perfect reflection of IGA's commitment to the joy of eating better which encourages Quebecers to eat healthier, choose local products, discover new flavours, and cook more.

To each their own sensation, to each their own beer!
Flavour profiles are intended as a buying tool to help consumers. Practical, intuitive, and fun, they focus on the sensations produced by various beer flavours (bitter, acidic, spicy, smoky, etc). Consumers are invited to discover the flavour profile that corresponds to their taste preferences, and then choose from the numerous beers available in store. Flavour profiles will be indicated on the most widely recognized brands as well as on microbrewery beers produced right here in Quebec.

In-store and online presence
The collaboration with Philippe Wouters will be felt in store and online, helping guide customers in their beer choices. Flavour profiles will be clearly indicated in store and customers will be able to pick up pamphlets containing information and recipe ideas. Furthermore, a series of ten videos will help Quebecers learn more about flavour profiles, different beers, and pairings directly from Mr. Wouters himself. To see the flavour profiles, visit www.iga.net/capsules-de-gout.http://www.iga.net/capsules-de-gout

IGA believes that this collaboration will make them a prime destination for consumers who wish to learn more about beer and who want to try unique recipes and pairings that are sure to delight beer lovers everywhere.

About IGA   
IGA is the largest group of independent grocers in Canada, and its presence in Quebec dates to 1953. Its 282 merchants are constantly looking for new ways to better serve their clientele.  The IGA banner groups together four store concepts: IGA, IGA extra, IGA express, and IGA mini. IGA is the only group of food retailers to offer consumers the opportunity to accumulate AIR MILES ® reward miles.

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SOURCE: IGA

Laurie Fossat, [email protected], 514 324-1010, ext. 3485