Bavaria Brewery (Netherlands)
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Bavaria is a Dutch brewery founded in 1719 by Laurentius Moorees in Lieshout, North Brabant.
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[edit] 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.
[edit] History
Bavaria Brouwerij was founded by Lauentius Moorees in 1719 and produced around 18 kegs of beer annually. In 1851 Jan Swinkels, a 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 1937 a malting plant was built, which still produces malt for Bavaria and other breweries. Bavaria is currently available in 86 countries worldwide and produces 400 million litres annually.
[edit] 2006 FIFA World Cup
At the 2006 FIFA World Cup, Bavaria Brewery caused controversy as up to 1,000 fans of the Dutch national football team donned orange overalls, called Leeuwenhosen, with the brewery's logo on them. The Leeuwenhosen, given away with the purchase of Bavaria Brewery products prior to the World Cup, was deemed illegal by FIFA in that they employed 'ambush marketing' at an event where corporate sponsors pay large sums of money to be official partners. With pre-warning from FIFA officials, staff at the game versus Ivory Coast asked fans to remove the overalls upon entrance to the game and provided orange replacement shorts without the logo. [1]
[edit] See also
- De Koningshoeven, a subsidiary of Bavaria famous for its La Trappe beers.
