Bavaria goes west

In its move for a further internationalization Dutch brewer Bavaria has acquired its American distribution arm Latis Imports. The company is specialized in the import and distribution of Belgian beer specialties. Main products are beers from Palm Belgium Craft Brewers and Rodenbach brewery, in which Bavaria holds a majority stake of 60% since May this year.

Bavaria Executive Board Member Marketing & PR and seventh’ generation family member Peer Swinkels said in an interview with Dutch newspaper FD: “This is our next step in the United States. We get improved access to one of the most competitive and inaccessible markets this way."

The acquisition follows Bavaria’s strategy for a broader access to foreign markets. The company already sells 65% of its beers abroad and sees further growth potential especially with its premium brands, non-alcoholic and specialty beers. The Dutch brewery also profits from the fact that foreign consumers assume from the name a Bavarian product rather than a Dutch one.

In June, Bavaria stroke a deal in the UK with Molson Coors UK to distribute Bavaria Premium, Bavaria 0.0%,Hollandia, Hollandia Import and Claro in the on- and off-trades. Early this November, Bavaria announced the introduction of three of its beers (Cornet, Brugge Tripel and Rodenbach) into the French market.

This makes the recent move into the American market an even more consistent step. Through the new distribution channel with Latis Imports, Bavaria widens Latis’ product range with its own brands Bavaria, Hollandia and Claro.

David van Wees, who co-founded Latis Imports in 2007, will stay onboard and support Bavaria’s new strategy.

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