Royal Swinkels Family Brewers simplifies company name and becomes Royal Swinkels


Lieshout, february 7 2024 – As of today, Royal Swinkels Family Brewers will simply be known as Royal Swinkels. Royal Swinkels represents an independent family of maltsters and brewers committed to working together for success and conducting business in a smarter and more sustainable manner. These developments mean that the existing name no longer covers all company activities. The name change, along with an update of the corporate identity, is a logical step to further strengthen the national and international position.

One Swinkels
CEO Peer Swinkels explains: “Our company is constantly developing. The most important thing is that we continue to create value for everyone who is part of our family: from customers to employees and from shareholders to the world around us. As a family business, we do not think in terms of years but in generations which means we continuously work to win together and do business smarter and more sustainable. Developments that made us simplify our name so that it represents all our activities even better. The name Royal Swinkels is simple and powerful. Together we stand for one family, one team: One Swinkels.” 

New corporate identity and sustainable implementation
Together with the simplified name, a new corporate identity is introduced and will be translated into all communications at a company level. The new logo consists of a shield (symbol of a family coat of arms), a stylized 'S' and a crown, which represents the designation Royal. The 'S' can also be interpreted as a meandering river, finding its own way in the world, which fits the company's pioneering spirit of discovery. Gradually, these changes will become visible. The rollout of the new corporate identity is in line with the company's sustainable ambitions and therefore we avoid disposing of materials that are still usable. The changes only apply to the company brand, not to the underlying brands.

About Royal Swinkels
We are Royal Swinkels, an independent family business in malting and brewing with over 300 years of rich heritage. For seven generations, the Swinkels family has led a group of companies that consists of 8 breweries and 2 malt houses. This ensures a presence in a broad playing field within various domains, including beer, soft drinks, craft soda, energy drinks, malt, malt extract and real estate. Royal Swinkels is active in 150 countries with a portfolio that contains over 300 beers. Worldwide, approximately 2,000 employees work at Royal Swinkels on its ambition to continuously do business in a smarter and more sustainable way.