How Swinkels Family Brewers orchestrates its marketing assets

Swinkels Family Brewers , formerly Bavaria, is one of the oldest family businesses in the Netherlands. Under the leadership of the Swinkels family, the brewery in the south of the Netherlands has been brewing beer for seven generations according to a unique family recipe. Swinkels has subsidiaries in France, Italy, Spain and the United Kingdom and employs more than 1,000 people.

No less than 120 countries enjoy beer brewed by Swinkels. Swinkels carries the brands 8.6, Bavaria, La Trappe, Palm, Hollandia, De Molen, Cornet, Rodenbach, 8.6 and Swinkels.


The Global Product Management department is responsible for realizing and managing all visuals, images, videos and artwork. The most important task of the department is the worldwide management of the “visual experience” of all Swinkels brands. From Lieshout, marketing support is provided to all countries where Swinkels is active.

The number of online platforms with a lot of rich content has grown strongly in recent years. Developments, such as the increasing number of product variants and shorter product life cycles, have also resulted in a significant growth in the amount of digital material such as logos, product photos, video material, packaging designs, campaign images, posters and banners. Managing and making these digital assets available worldwide and monitoring the corporate identity of all online and offline communication is essential for Swinkels’ global marketing campaigns.


After an extensive selection procedure, Swinkels has opted for the digital asset management solution WoodWing Assets . With the integrated brand portal, the Global Product Management department has been able to greatly improve the marketing support to the countries, while guaranteeing maximum brand consistency.

Swinkels employees, web designers, photographers, agencies, but also distributors can search for all marketing assets and share them via shares and, if desired, download them.

Qonqord took care of the implementation of WoodWing Assets in close collaboration with Swinkels’ Global Product Management department. The final design of the software platforms was determined through various workshops. The DAM platform is hosted and managed by Qonqord in the cloud.


The time to market of all campaigns has been accelerated. The marketing support to the countries has greatly improved.
The corporate identity monitoring worldwide has greatly improved The amount of traffic surrounding the creation, availability and reuse of all digital files has decreased sharply.

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