Ambition

We brew and let people all over the world enjoy our beers making us closely connected to the world around us. For us, that also includes direct involvement in the areas surrounding our breweries. One of the ways in which we demonstrate that involvement is by supporting various projects and events in our immediate surroundings each year and, where necessary, initiating them ourselves. We regard these kinds of great initiatives as a prerequisite for responsible growth.

In this aspect as well, COVID-19 imposed restrictions on us in 2021, as it did the year before. In spite of, and sometimes even because of these special circumstances, we succeeded in demonstrating the involvement in the world around us; that which we aspire to.

Results 2021

  • Amsterdam
    Enjoy & Give initiative
  • Amsterdam

    Enjoy & Give initiative

    Bier&cO is the initiator of the Enjoy & Give campaign, which was organised for the 8th time in 2021. The proceeds of more than EUR 50,000 will be used for, among other things, innovative research into childhood cancer. Gaius Voûte, chairman and initiator of the Enjoy & Give Foundation: ‘The moments in life you enjoy make you realise how good your life actually is. The Enjoy & Give Foundation is committed to converting these moments of enjoyment into moments of giving; donations for KiKa. It is both impressive and moving that this initiative has already raised almost EUR 700,000 since its inception in 2012.’

  • Bodegraven
    78 hectolitres of De Molen Geniet & Geef
  • Bodegraven

    78 hectolitres of De Molen Geniet & Geef

    Especially for Enjoy & Give (also see Bier&cO), Jan-Willem den Hartog of brewery De Molen brewed “De Molen Geniet & Geef” in 2021. The proceeds were given to KiKa (Children Cancer-free Foundation). It is customary that the number of hectolitres a brewer pours, corresponds to the percentage of children cured of cancer. In 2021, this percentage was 78%, which means that 78 hectolitres of beer were poured.

  • Berkel-Enschot
    Brewing for a more beautiful world
  • Berkel-Enschot

    Brewing for a more beautiful world

    In 2021, beer brewery De Koningshoeven became the first in the world to market a completely non-alcoholic Trappist beer: La Trappe Nillis. A portion of the proceeds from this beer will go to education in Uganda. Brother Isaac, prior of the Abdij O.L.V. van Koningshoeven: ‘We want to spend most of the proceeds of La Trappe Nillis on the Agriculture & Livestock Department of the secondary school. This department will offer children the opportunity to take their first steps in the agricultural sector. The programme includes a farm field and livestock. How they make that their future and how they can contribute to the local economy by doing so is important in a country where opportunities are not readily available.’

    Part of the proceeds from the Limited Edition Collab Brew between De Koningshoeven and BrewDog will also be used for a good cause. The aptly named beer, Practise what you Preach, takes centre stage in our mutual support of the Made Blue Foundation, a foundation dedicated to providing clean drinking water for all. Thanks to Practise what you Preach, Made Blue can provide clean drinking water to nearly 5,000 people in developing countries for a period of ten years.

  • Debre Birhan
    Contributing to emergency aid
  • Debre Birhan

    Contributing to emergency aid

    As our brewery is located near Debre Birhan, a city in Ethiopia, we are directly involved with the people there. They really had it rough in 2021 because of COVID-19 on the one hand, and the civil war on the other. UNHCR, the UN Refugee Agency, is working around the clock to provide life-saving emergency aid in violence-stricken Ethiopia. Fearing for their lives and the lives of their families, more than 43,000 refugees from Ethiopia fled to Sudan, seeking safety from ongoing fights between the Ethiopian government and Tigray Regional Government troops. We supported UNHCR with a EUR 20,000 donation to provide affected Ethiopians with emergency relief in the form of shelter, food and clean drinking water.

  • Lieshout
    Deposit campaign for entrepreneurs Eindhoven
  • Lieshout

    Deposit campaign for entrepreneurs Eindhoven

    In January 2021, there were riots in downtown Eindhoven, affecting many local business owners as their properties suffered extensive damage. We felt for them and to lift their spirits, Bavaria set up a fundraising campaign: Glass for glass. Anyone could hand in empty beer crates at the Philips Stadium in Eindhoven where all deposits were tallied up. The brewery doubled the final amount and was thus able to support the entrepreneurs in Eindhoven with a donation of EUR 10,000.

  • Roeselare
    From visitor centre to exam location
  • Roeselare

    From visitor centre to exam location

    Where can you safely organise exams in times of COVID-19? Hogeschool VIVES West-Vlaanderen was running out of space. At the same time, also due to COVID-19, the beautiful visitor’s room of brewery Rodenbach was temporarily empty for lack of brewery visitors. The college of advanced education and the brewery saw an opportunity here. And so it happened that nearly 1,500 bioengineering and nursing students from Roeselare campus took their exams amongst the brewery’s old foeders (casks).

  • Steenhuffel
    Cornet trail and trophy, and a digital studio
  • Steenhuffel

    Cornet trail and trophy, and a digital studio

    As exercise is considered healthy and good for morale, nine Belgian brewers joined forces and developed the Belgian Brewer Trails. The Cornet trail is a 6, 12, or 21 kilometre race across the Diepensteyn Castle domain, among others. Fully coronavirus-proof, participants had the opportunity to learn about some of the history of the beer that gives the trail its name while running.

    Breweries Palm & De Hoorn prepared the students and teachers of 8 Flemish hotel schools for the “AEHT Cornet Trophy 2021”. This as a pre-selection for participation in the European AEHT competition. For Palm and Rodenbach, supporting AEHT is an educational and social project. The breweries want to give students following an on-trade programme the opportunity to hone their skills in beer and gastronomy and to learn about Belgium’s rich beer culture.

    In addition, to stay active during COVID-19 and facilitate other affected companies, breweries Palm & De Hoorn set up the visitor centre as a digital studio. In collaboration with Amphion, the breweries thus unburdened companies where live presentations and webinars were concerned.

  • Mali
    Support for underprivileged girls in Mali
  • Mali

    Support for underprivileged girls in Mali

    Our MEA (Middle East & Africa) team saw the poverty in Mali with their very own eyes and took action by giving our laptops, computers and monitors a second life. A total of 85 laptops, 40 computers and 20 monitors were donated to organisations in Mali, South Africa, Rwanda, Burundi and Kenya, where they can make good use of them in their daily doings. No less than 22 laptops went to Roedean Academy in Johannesburg, a school for underprivileged girls.