Brand Policy

The development and further expansion of strong and recognisable brands has formed the foundations of Hooghoudt’s success for many years. We closely follow our customers’ and consumers’ demands in order to build up a brand portfolio that meets these demands. Our wide range of own brands, trade marks and private labels has meanwhile enabled us to provide our customers with a complete one-stop shopping solution.

We want to position our company as the major category specialist, and as such, to assist our customers in the development of their companies and brands. All our branding activities are supported by our professional marketing department.

Own Brands 

Hooghoudt was the first company to advertise its special Jonge Dubbele Graanjenever on television at the end of the 1960s. Our down-to-earth confidence in our own expertise and insight has subsequently resulted in new preparation methods for equally trend-setting beverages. Our Beerenburg, Blackcurrant and Lemon Gin, our superior Korenwijn and Vieux are worthy of the designation ‘Royal’. These are our capital: a solid foundation for the future, in which Hooghoudt takes its customers on a voyage to rediscover all that is traditionally Dutch. But this includes a special ‘twist’ according to our own views, backed up with a convincing story.

Royalty Hooghoudt is aimed at young and trendy people who want to get the most out of their top-quality drinks. Conviviality, getting together and having fun are the major experiences that this brand evokes in our consumers. This is a platform which responds to the current trend of making cocktails and mixed drinks together with one’s friends.

For many years, our elPicu brand has been successfully geared to price-conscious consumers of all kinds of popular liqueurs. Besides our tropical liqueurs in bright clear colours, we have meanwhile introduced a successful range of darker-coloured after-dinner drinks as well: Italian Amaretto, Spanish 25 and Jamaican Coffee. Three delectable coffee liqueurs that can compete with the very best products anywhere in the world.

Trade Marks

Thanks to our intricate distribution network whereby Hooghoudt serves its customers in the Netherlands, the company is an attractive party with tremendous added value for major international brands too. Our company has been cooperating with various international manufacturers of strong international brands for several years. These alcoholic beverages, with an equally large degree of authenticity and recognisable craftsmanship, serve to enhance our own portfolio. The trade marks in our range fit in with Hooghoudt’s aim to put top-quality products on the market, and our ambition to give our customers as wide a choice as possible. Our excellent distribution system from Hooghoudt to off-licences, supermarkets and the catering industry – known as multichannel distribution – is a big advantage as far as the international brands are concerned. The fact that Hooghoudt has opened up its distribution network means that these brands can rely on efficient distribution of their products through all sales channels on the Dutch market. Few companies are able to offer this clout in combination with a great deal of efficiency and a wide delivery guarantee.

Private Labels / Licencies  

Although Hooghoudt concentrates on its own brands when manufacturing high-quality alcoholic beverages, the company also produces spirits with a private label at our customers’ request. Our clients’ wishes are the focal point in this respect, although Hooghoudt explicitly makes its product expertise and sales insight available during formation in order to build up a wide and well-considered product range. Sometimes this involves large-scale production of our own brands for supermarkets or off-licence chains, and other times we manufacture a relatively small volume for an independent off-licence under a separate label. We concentrate on our customers’ wishes in these cases as well, while still maintaining Hooghoudt’s core values: quality, individuality and customer focus.