Bier&Co becomes part of Swinkels Family Brewers

09-10-2018

 

The Dutch brewer and the renowned trading firm respond to the increasing demand for traditional local and specialty beers by joining forces

Swinkels Family Brewers and trading firm Bier&Co proudly announce today that they will be joining forces. Bier&Co, one of the biggest importers of specialty beers in Europe, will become part of Swinkels Family Brewers. With this takeover, Swinkels Family Brewers strengthens the local relevance of its portfolio and gives further substance to its growth strategy. It is also a logical step for Bier&Co. The bigger sales market will enable the trading firm to challenge the consumer even more in the discovery of new flavours in both traditional beers and soft drinks. As of today, Swinkels Family Brewers and Bier&Co will handle the distribution of the brands in the Netherlands for the on-trade together. The retail sector will follow in 2019.

Portfolio player rooted in local soil
Due to this takeover, both parties will continue their leading position in the Dutch local beer market and will be able to respond even better to the growing popularity of traditional local beers, specialty beers and soft drinks. By taking this step, Swinkels Family Brewers gives substance to its growth strategy aimed at being a portfolio player with local roots and a relevant range for the consumer. The brands distributed by Bier&Co are a valuable addition to the existing portfolio. The brewer expanded the local and specialty beer portfolio earlier by taking over Palm Belgian Craft Brewers in 2016 and the collaboration with Moritz in Spain, among others.

Chief Commercial Officer of Swinkels Family Brewers, Peer Swinkels, shares: "The Bier&Co range contains beautiful local and international brands that even more consumers can enjoy now thanks to this takeover. Following the announcement of the new corporate identity of Swinkels Family Brewers, this takeover represents a logical and great step with which we, in addition to our brand portfolio, will further strengthen our local and international position with regard to the future,

Gaius Voûte, General Director Bier&Co: “Bier&Co has grown into a true ambassador for local and specialty beers. We were looking for a strategic partner to continue this growth. Swinkels Family Brewers immediately appeared to be the perfect match. I have every confidence that we will be able to offer our mutual portfolio, characterised by a great diversity in brands and flavours, to an even wider public. We will continue to do what we have been good at for years; enticing the taste pallet of all traditional drinks fans but this time to a much larger scale. A great acknowledgement for Bier&Co and our partners."

Swinkels Family Brewers already collaborates with Brewery Maallust (Province of Drenthe), Vandeoirsprong (Province of North Brabant), Brewery Maximum (Utrecht) and Brewery Oersoep (Nijmegen) on a local basis.