Dutch brewer Bavaria N.V has bought a controlling share in Palm Belgian Craft Brewers which the company says will give the latter a broader, more international distribution chain, and diversify Bavaria's product offering.
Though the purchased stake is 60 per cent, the agreement will see Bavaria take over Palm fully in 2021. Palm only trades at present in the Benelux region, while, comparatively, 65 per cent of Bavaria’s beer is sold in 120 countries.
Bavaria’s CEO, Jan-Renier Swinkels, said, “Belgium is the quintessential craft beer country. Palm has developed a range of such beers that is rich and diverse, which we feel will complete our own product offering.”
“Palm occupies an important place in the Dutch market, and we believe it will allow us to stimulate international growth. Furthermore, the collaboration allows us far greater access to the Belgian market, and to Horeca [the European on-trade],” he added in a company press release.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
