Bavaria beer mat coaster deckel SB nr 2
Frontside: 1232/1982 Sint-Oedenrode 750 jaar Stadsrechten
Backside: Bavaria bier Lieshout Holland
Diameter size: 108 mm
is the second largest brewery in the Netherlands. The company, which produces
five hundred million litres of beer annually, is based in the town of Lieshout,
North Brabant. Founded in 1719 by Laurentius Moorees, it is currently owned by
the Swinkels family.
brewery produces a range of standard and low alcohol pale lagers under a
variety of brand names including Bavaria and Hollandia. The best-known global
product is Bavaria Premium Pils lager. The brewery also makes a popular
alcohol-free beer, Bavaria 0.0%; malts are also available in apple, caramel,
lemon and karkadé flavours. It is also contracted to make a number of European
supermarket own-brand Dutch lagers, including Albert Heijn Pilsener.
makes two special beers called Bavaria 8.6 and Bavaria 8.6 Red. Other special
beers include the La Trappe and the Moreeke, a tribute to one of Bavaria's
founding fathers, Laurentius Morees. Previously in Australia, the Liquorland
chain of bottle shops distributed both Bavaria and Hollandia brands as
'premium' imported Dutch beers, before switching over to Hollandia exclusively.
Bavaria is now found throughout Australia in independent bottle shops. Bavaria
Crown is sold in Ireland. Since the early 1990s, Bavaria has exported premium
beer to several countries in the former Soviet Union.
1719, Laurentius Moorees had founded Bavaria Brouwerij in Lieshout, 15
kilometres (9.3 mi) from Eindhoven. Annually the village brewery produced
around 88 barrels (approximately 14400 liters) of beer. It was not until
Moorees' great-grandson received ownership of the brewery that production was
expanded. Jan Swinkels, born in 1851, increased distribution and operations at
the site. By 1910 a malting plant had been built (it still produces malt for
Bavaria and other breweries) and output had increased to tens of thousands of
liters of beer per annum. By 1924 the original brewery buildings had become too
small for the plant so a larger brewery was built in Lieshout. In 1933 the
brewery added its own bottling plant, which produced 2,000 bottles-per-hour.
the 1970s Bavaria only concentrated on the Dutch market but it now sells
products in up to 100 countries. The brewery, which adapts its drinks to
individual markets, has sales subsidiaries in France, Spain, Italy, England,
South-Africa and America and agents in other countries. For instance In 1978,
alcohol-free malt beer was exported to countries in the Middle East.
is now the second largest brewery in Holland. The annual production is above
five million hectolitres of beer. The majority of beer is still brewed in
Lieshout, but Bavaria products are also brewed locally in Russia by Efes
Beverage Group (EBI) and at Bavaria's own brewery in South-Africa. The company
also has a soft drinks factory, two malt houses and manages the De
Koningshoeven Brewery, a Trappist Brewery. Barley is still malted in Bavaria's
own malt houses in Lieshout and in the Eemshaven. These two malt houses have an
annual capacity of 240,000 tonnes and are a joint venture between Bavaria and a
farmers' cooperative called the Holland Malt company.
2005 Bavaria has hosted the Bavaria City Racing event in Rotterdam. In 2007,
Bavaria sponsored the Dutch Champ Car Grand Prix.
1999, the Trappist Koningshoeven Abbey entered into an agreement with Bavaria
to take over the daily operations of the monks' brewery within the abbey. As a
result of this agreement the Abbey did not display the "Authentic Trappist
Product" logo, though did label the beer as "Trappistenbier". In
2005, the logo was again displayed on bottles after the monks took a more
active role in the brewery.
brewery, which operates as "De Koningshoeven NV", is a subsidiary of
the Bavaria Brewery. But the buildings and equipment remain in the ownership of
the abbey. The monks remain the ultimate authority on the brewing process while
Bavaria manages the commercial business.
April 18, 2007 The European commission imposed punitive fines on three major
European breweries for operating a price fixing cartel in the Netherlands. The
three were Heineken (€219.3m), Grolsch (€31.65m) and Bavaria (€22.85m). A
fourth participant in the cartel, InBev (formerly Interbrew), escaped without a
penalty because it provided "decisive information" about the cartel's
operations between 1996 and 1999, as well as about others in the EU market.
These four brewers had controlled 95% of the Dutch market, with Heineken
claiming a half and the three others 15% each.
Competition Commissioner Neelie Kroes said she was "very
disappointed" that the collusion took place at the very highest
(boardroom) level. She stated, "This is simply unacceptable: that major
beer suppliers colluded to up prices and to carve up markets among themselves.
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.
Cup Ambush Marketing campaigns
the 2006 FIFA World Cup, Bavaria Brewery got up to 1,000 fans of the Dutch
national football team to don orange overalls, called Leeuwenhosen, with the
brewery's logo on them. The Leeuwenhosen were given away with the purchase of
Bavaria Brewery products prior to the World Cup. However the action was deemed
to be an act of ambush marketing by FIFA as Bavaria, which was not a corporate
sponsor, had not paid any money to be an official event partner. 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 any logo.
the 2010 FIFA World Cup, 36 women clad in orange miniskirts went to the
Netherlands vs Denmark match in Johannesburg, using tickets supplied at least
in part by British ITV pundit and ex-footballer Robbie Earle. Tournament
officials evicted the group en masse from the stadium upon which they were
arrested and held by the Police. They were released upon talks between the
management of Bavaria and FIFA.