How do our breweries work on the internationalization of Belgian beer? By tapping into new markets and developing innovating distribution strategies, according to Huyghe Brewery. And that is what the brewery will now also do for Brewery 'Het Anker'!
No small beer
Huyghe Brewery has taken an important step in its growth strategy with the acquisition of Het Anker, which has represented Mechelen’s beer culture since the 15th century. Huyghe is acquiring a range of 17 beers, including Gouden Carolus, as well as a selection of whiskies that are deeply rooted in the Belgian market.
“This strategic acquisition brings two brands together with deep rooted traditions and complementary strengths, offering enormous growth potential,” says Alain De Laet, CEO of Huyghe Brewery. He emphasizes that the unique character of each brand will be maintained, while synergies will be used to achieve worldwide expansion.
Focus on international growth
Het Anker achieved a revenue of 20 million euro in 2023, mainly due to its strong position in the Belgian market. Huyghe Brewery has a revenue of over 45 million euro, with 83 percent coming from export. It will leverage its knowledge and network to position Het Anker internationally. “We want to let the products from Het Anker grow worldwide,” says De Laet.
With an export reach of over 100 countries, Huyghe Brewery can tap into new markets and develop innovative distribution strategies. The integration of Het Anker's range into this network is an important step to strengthen their market position.
Increasing competitive strength
Innovation, market diversification and sustainability are crucial to become future-proof. Huyghe Brewery has invested significantly in sustainable production processes and wants to continue on the same path with Het Anker. Their sustainable approach includes energy-efficient installations, water-saving techniques and renewable energy sources. These technologies will also be implemented into the production of Het Anker, with the brewery aiming to play a pioneering role in a greener beer sector.
