Effective Distribution 

Hooghoudt’s aim is to cover the entire market in each country in which we operate. We do this by maintaining an active presence in all major distribution channels, which can be roughly subdivided into supermarkets and off-licences (off-trade) and the catering industry (on-trade). This market approach enables us to reach our consumers on every occasion and for each need, and we can also provide brand owners with one-stop shopping solutions.

Continuity in brand building, a good relationship with the distributors, and a prompt response to consumers’ demands are important conditions for success. An intricate distribution network is essential if we want to continue playing a leading role among the top three national suppliers of top-quality alcoholic beverages. Hooghoudt’s ‘in-home’ and ‘out-of-home’ concepts enable the company to control the most appropriate distribution of products to off-licences, supermarkets (retail/food) and the catering sector.

Hooghoudt has always been aware of the opportunities, needs and developments in the off-licence sector. Due to this awareness, Hooghoudt is able to keep abreast of off-licences’ specific demands, regardless of whether they are sole traders or part of a big chain. An efficient, flexible and knowledgeable sales department which cooperates closely with the production and logistics department ensures that distribution runs smoothly, quickly and punctually. In-depth knowledge of off-licences’ requirements is one of the cornerstones of our success.

During the past twenty years, Hooghoudt has built up a strong position as a manufacturer of liqueurs and mixed drinks in the supermarket segment. The company’s shrewd insight into consumer trends and a differentiated range of products geared to these trends mean that Hooghoudt has considerable added value for retailers. In its recommendations, the company can provide a specific product range even up to shop level.

Hooghoudt considers close and intensive contact with the managers of catering establishments to be of the utmost importance. Potential customers often try one of Hooghoudt’s alcoholic beverages for the first time in the relaxed and lively atmosphere of a café, disco, pub or event, and this forms the gateway to consumers’ home environment. In particular, this distribution channel serves to acquaint consumers with more recent brands such as Royalty Hooghoudt, as well as the well-known premium brands that are ideal for mixing and using in cocktails.

From ‘out-of-home’ to ‘in-home’: the perfect structure in the differentiation to the distribution channel. Hooghoudt’s strategy focuses on this.