Everything about Bavaria Brewery Netherlands totally explained
Bavaria is a
Dutch brewery founded in
1719 by Laurentius Moorees in
Lieshout,
North Brabant.
Brief details
The company is owned by the Swinkels family.
The brewery produces a range of standard and low alcohol pale
lagers under a variety of brand names including Bavaria and Hollandia.
A number of European supermarket own-brand Dutch lagers are, in fact, contract brewed by Bavaria. In Australia the
Liquorland chain of
bottle shops distribute both Bavaria and Hollandia brands as 'premium' imported Dutch beer lines. This builds on the fairly recent introduction into Australia of other popular Northern European
lager beers such as
Heineken and
Stella Artois.
History
Bavaria Brouwerij was founded by Laurentius Moorees in 1719 and produced around 88 kegs of beer annually. Jan Swinkels, born in 1851, great-grandson of Laurentius Moorees, received ownership of the brewery and expanded their production and distribution. By 1924 the brewery had become too small and a new brewery was built and in 1933 the brewery added a bottling plant, which produced 2,000 bottles per hour. In 1910 a malting plant was built, which still produces malt for Bavaria and other breweries. Bavaria is currently available in over 100 countries worldwide and produces 580 million
litres annually.
Price fixing conviction
On April 18, 2007 The
European commission imposed punitive fines on the following companies:
Heineken €219.3m,
Grolsch €31.65m and Bavaria €22.85m for operating a
price fixing cartel in
the Netherlands, totalling €273.7m.
InBev, (formerly
Interbrew), escaped without a penalty because it provided "decisive information" about the cartel which operated between 1996 and 1999 and others in the EU market. The brewers controlled 95% of the Dutch market, with
Heineken claiming a half and the three others 15% each.
Neelie Kroes said she was "very disappointed" that the collusion took place at the very highest (boardroom) level. She added,
Heineken,
Grolsch, Bavaria and
InBev tried to cover their tracks by using code names and abbreviations for secret meetings to carve up the market for beer sold to
supermarkets,
hotels,
restaurants and
cafes. The
price fixing extended to cheaper
own-brand labels and
rebates for
bars.
2007 Dutch Champ Car Grand Prix
On July 12, 2007, at a press conference held in
Lieshout,
Netherlands, officials of the
Dutch Champ Car Grand Prix and Peer Swinkels, chairman of the Bavaria Beer company, announced that Bavaria Brewery, the second largest brewer in the Netherlands, would be the title sponsor of the 2007 Grand Prix event. Officials also announced the signing of three associate sponsors of the event; those being
Audi,
Gant, and
Hertz. The official name of the event is the Bavaria Champ Car Grand Prix Powered by Audi, Gant & Hertz.
Since 2005, Bavaria also hosts the
Bavaria City Racing event in Rotterdam.
Further Information
Get more info on 'Bavaria Brewery Netherlands'.
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