Breweries will distribute each other’s beers in home markets
LIESHOUT, Netherlands, 17-Jul-2017 — /EuropaWire/ — Bavaria N.V. is taking another step in its international expansion strategy and is announcing its cooperation with Moritz, the oldest beer brand of Spain and symbol of the city of Barcelona. The cooperation relates to the expansion of the sales and distribution activities of both brewers. The brewery in Lieshout sees Moritz as a strong player in the Spanish market and is proud to add its beautiful premium and high-quality beers to its portfolio. As two family businesses, Bavaria and Moritz attach great value to history, quality and beer with a good story. The beers produced by Moritz stand for culture, gastronomy and history, with a strong creative element
One strategic advantage of the cooperation is the access to the Bavaria distribution channels, to put Moritz on the map in the Netherlands. Two beers from the brewery’s permanent portfolio will be coming our way: Moritz, a refreshing, light and drinkable Pilsener with 5.4 percent alcohol, and Moritz Epidor, a dark Catalan special beer with 7.8 percent alcohol. On the other hand, it offers Bavaria the possibility to introduce a number of its beers to the Spanish hotel and catering industry, namely the beers of La Trappe and Bavaria Premium Pilsener and Bavaria 0.0 Original.
Harm-Jan van Pelt, European Director at Bavaria: “The Moritz brand has a very special atmosphere. Moritz does things slightly differently, has an exclusive character and occupies a corner of the market focusing on design, fashion and art. They also show this by presenting themselves at events and in catering establishments where the focus is on creativity. We are bringing the experience of this amazing brand to the Netherlands, and will focus on catering facilities with a Mediterranean touch. Of course, we are also very happy with the distribution opportunities in Spain to continue to put our beers on the map.”
International collaboration to promote growth strategy
Bavaria has recently started collaborations with several breweries as part of its growth strategy, with the aim to strengthen its position in various markets and broaden its portfolio. The acquisition of and investment in Palm Belgian Craft Brewers is a good example, and its collaboration with Molson Coors and the acquisition of Latis show that Bavaria is continuing to take steps with regard to its international sales and distribution activities.
The history of Moritz goes back 160 years, and the company has grown tremendously in the past year. Moritz was established by master brewer Louis Moritz in Barcelona in 1856, and is the oldest beer brand of Spain. Every day, more than 300 people work in the ‘Fábrica Moritz’, situated in the heart of the city. Moritz is a family business, with the sixth generation at the helm. The Moritz beers are being sold to and enjoyed by customers in more than 22 countries. In the last three years, the brewery has grown by 25 percent. In 2007, a special centre was created, housing a microbrewery, two restaurants, a bakery and a concept store, attracting up to 500,000 visitors per year.
Over Bavaria N.V.
Bavaria heeft als onafhankelijke familiebrouwerij een unieke positie op de internationale biermarkt. Al zeven generaties lang wordt het bedrijf geleid door de familie Swinkels. Doordat het bedrijf beschikt over twee eigen mouterijen is het gehele brouwproces nog in eigen beheer. Bavaria is de enige grote brouwer in Nederland die haar bier brouwt met zuiver natuurlijk mineraalwater uit eigen bronnen. Dit kenmerkt de belangrijkste filosofie van Bavaria: een constante hoge kwaliteit van haar bieren. Van de ruim 6 miljoen hectoliter bier die de in Brabant gewortelde organisatie jaarlijks produceert, is 65% bestemd voor de buitenlandse markt. Inmiddels genieten meer dan 120 landen van Bavaria bier.
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