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Brand

Brand

Parent Company: Heineken NV

Brand Value: $124 Mil.

Headquarter City: Wijlre

Category: Beer

Year Formed: 1871

Brand is the Netherlands’ oldest beer brand, tracing its heritage back to 1340 and the small town of Wijlre. Brand was given its current name in 1871; today, Royal Brand’s Beer Brewery N.V. is fully owned by Heineken. Brand’s brewery creates 14 different varieties of premium beer, which are primarily sold in the Netherlands with some distribution throughout Europe and in the USA. Brand’s core offering, a pilsner, is brewed with “more hops” than the competition, giving it a “unique, powerful,” fully malted taste. Another offering, the Imperator, was the Netherlands’ first specialty beer. The brand’s latest offering, a cloudy unfiltered pilsner, debuted last year. In 2014, Brand debuted redesigned bottles that married traditional blackletter font with a transparent, “label-less” body. This combination of modernity and tradition continues through Brand’s sponsorship of Pinkpop, one of the Netherlands’ largest music festivals. Brand’s parent company, Heineken N.V., is listed on the Euronext Amsterdam as well as in New York.

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