Brand Brewery
A visit to Brand brewery
Brand Brewery is one of the oldest breweries in the Netherlands, with beer brewed in the village of Wijlre, South Limburg, since 1340. In 1871, the brewery was acquired by the Brand family, who gave the beer its name and laid the foundations for what would become a cornerstone of Dutch brewing heritage.
Rob Habets, the current brewmaster at Brand, knows this history inside out:
“Ever since the Brand family came to own the brewery, quality and flavour have always been our top priorities.”
That philosophy is reflected in Brand Imperator, often regarded as the oldest craft beer in the Netherlands. This rich, amber-coloured beer has been brewed and sold since 1949. In 1952, Brand also introduced Brand UP, a pilsner inspired by original Czech recipes long before international pilsners became mainstream.
Brand even influenced how beer is served in the Netherlands. The wafer-thin pilsner glass now common across Dutch cafés was first introduced by the Brand family.
Brand: tradition with a modern look
Around two years ago, the Brand ‘brand’ underwent a revamp, which involved the creation of a new bottle design based on the brewery’s very first bottle from the early 19th century. They also introduced new labels, six-packs and cans. Altogether, it’s a colourful combination of nostalgia for the past and the quality and distinction needed in the contemporary beer market. In recent years, Brand has added many new beers to its range— twelve in total. And many more will be launched in the future.
"The new design reflects the brewery’s traditional focus on quality and flavour."
Brand home brewing competition
Since 2012, Brand has held an annual home brewing competition for brewers from all over the Netherlands. The winning beer is brewed for mass consumption and sold in shops all around the country. Brand Zwaar Blond, Brand IPA, Brand Saison and Brand Porter were all winning entries in this competition and next year, it’s Brand Session IPA’s turn.
Visit Brand Brewery in Wijlre
Want to visit the oldest Dutch brewery still in operation? A trip to Wijlre is well worth it. Nestled among the rolling Limburg hills, this brewer’s village has been crafting beer for nearly 700 years. And Brand remains at its heart.