AB InBev enters organic market with takeover of Ginette brand
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AB InBev enters organic market with takeover of Ginette brand

© Belga
AB InBev drinks to its future success.
© Belga

AB InBev has taken its first steps into the organic market by the takeover of the beer brand Ginette, beers which are guaranteed organic, developed by four businessmen in the Walloon Brabant province. After several takeovers of U.S. and European craft brewers, the brewing giant is going on a spending spree in the organic sphere.

Having appeared in 2009, natural white Ginette, its related varieties natural blond, natural fruit and natural triple then followed. These are produced at the La Binchoise brewery in the Belgian Hainaut region, solely using agricultural ingredients certified organic.

Didier Hamoir, one of the Ginette’s founders explained today (Friday) that the company needed to make a decision between “developing our own brewery or joining with a partner who could help us realise our dream.”

He went on, “This is because organic beer is very popular and, within our current business framework, we cannot respond to the demand on our own.”

Mr Hamoir describes his choice of AB InBev as a “logical” one.

This will allow him, as an employee of the brewery giant, to continue to concentrate upon the development of organic-based concepts.

This landscape planner in the drinks industry stated, “Together with my three partners, who will remain consultants for ABI, we wish to continue to develop new concepts by, for example, starting up three organic bars in 2017.”

“There is an evident consumer demand for organic beer and up to now Ginette has done a very good job,” Korneel Warlop, External Communications Manager for AB InBev, comments.

He adds “Owing to our distribution expertise, we will be able to introduce the beer to a larger audience.”

Initially, the beer will still be brewed at Binche.

Production is likely to double, to 3,000 hectolitres in 2017, which is the maximum capacity for the Ginette factory La Binchoise.

Hamoir confided, “We are currently seeking a production solution to implement after that date.”

The Brussels Times