Bavaria N.V. continues as Swinkels Family Brewers

11-06-2018

As of today, Bavaria N.V. will have a new trade name: Swinkels Family Brewers. The announcement of the trade name and the new company identity that goes with it are the next steps in the strategy to emphasize the breadth of the brand portfolio and to further strengthen the local and international market position. Above all, it offers the brewer the opportunity to expressly position themselves as a true and independent family brewery.

Local and international reinforcement
After years of growth, the company now owns six breweries and dozens of brands. The family business grew through acquisitions, among other things, including the acquisition of Palm Belgian Craft Brewers in May 2016. In the past, collaborations have been initiated with brewery De Koningshoeven and De Molen. The company also experienced strong growth thanks to a collaboration with the local population in Ethiopia, that included the founding of a local brewery. The resulting beer brand Habesha is currently brewed on a large scale. In addition to the various beer brands, CereX, a producer of natural malt extracts, and Holland Malt, a global player in the production of malt, are important business units of Swinkels Family Brewers Holding N.V. To be able to better represent the brands and business units locally and internationally, it was decided for the group of companies to use the umbrella name 'Swinkels Family Brewers', and to actively promote it.

Chairman of the board, Jan-Renier Swinkels: “The chosen name Swinkels family Brewers comes from that what connects us. All our breweries have their own history and character, but we have a shared passion for beer, craftmanship, and a healthy dose of entrepreneurial spirit. These are the family values with which we have been successful for 300 years. Today, this includes the breweries that complement us and suit us well, making them all feel at home in our ‘family’. The name change is the perfect moment to tell more of our own story.” 300 years ago, the company started brewing beer in Lieshout and has since then grown into one of the largest independent family brewers in Europe.

Breweries retain their own identities
Brewery Bavaria, breweries Palm & De Hoorn, Brewery Rodenbach,  brewery de Koningshoeven and brewery Habesha each have their own identity and will keep their own name. In addition, they will also be part of Swinkels Family Brewers Holding N.V. The umbrella name ‘Swinkels Family Brewers’ will make it clear to hospitality entrepreneurs and other parties at home and abroad that, in addition to the Bavaria brand, the portfolio includes several other brands.

New company style
The announcement of the new name will coincide with a completely new company style which will be implemented in all forms of communication at company level. Within the Swinkels Family Brewers logo, you can recognize a shield symbolizing the family’s coat of arms. The hop flower represents the basis of brewing beer. The ‘S’ stands for the family name, a symbol for authenticity, continuity and independence. The word ‘Family’ not only stands for the Swinkels family and its shareholders, but for everyone who belongs to it. ‘Brewers’ refers to the employees and their craftmanship.