I kind of like the idea, however bold as it is at the same time. I couldn’t imagine them to hardly hide their name being attached to it without having any direct control on quality, and perhaps even recipes – although the ‘general reply’ claims otherwise.įermentation and lager tanks of Hooiberg Brewery More importantly: it seems to me to be an excellent experimental garden, because you can bet on it Heineken is keeping many eyes on what’s happening. But why, and why in this form? Well: the concept fits all of today’s needs: a locally focussed brew pub. Heineken is helping bar owners’ dreams come true. Thus we make not only our dream come true, but also that of the entrepreneurs who have a unique concept and a unique brand.” More on Craft Acceleration, and the relationship Heineken eventually has with these entrepreneurs with such a concept, can be found below this blog. Together we will and make the brand successful.

The entrepreneur is responsible for the brewing process and quality of the beer. He gave more details: “We help entrepreneurs with buying and installing a brewery, conceiving and brewing new, tasty recipes and with the sales and distribution of their beers. Paul, whom I send a laundry list of questions on De Gele Kanarie, replied with a ‘general reply’ – the above was cited from it. Therefore ‘Craft Acceleration’ (working title) was started: owned by Heineken, but a separate entity focussed on locally produced craft beer.” Craft Acceleration: you won’t find much about it on the internet, but seems a similar operation as Beerwulf: a seperate entity, fully owned by Heineken. “It is Heinekens mission to make this beer landscape more known and wider, not only for the craft beer drinker, but for every beer drinker. More breweries, new flavors, brands and experiences. So, why would Heineken be involved here? According to external communications manager Paul Weber “the Dutch beer world has seen a beautiful revolution in the past decade”. Co-owner Ron De Jong paints a picture of this being the start of the opportunity for entrepreneurs across Europe to start a brew pub with the support of the world’s second largest brewery group. Mind you: Heineken doesn’t own or run the bar, it acts as facilitator. Kegs clearly marked with a Heineken stickerĭe Gele Kanarie racks kegs of 19.5 liter, clearly marked with stickers printed by Heineken.

Yellow canary