Hertog Jan: The Dutch beer paradox
The Netherlands | It is quite an achievement. The AB-InBev-owned Hertog Jan pilsener, best known for its jolly, beer swilling duke on its label, overtook Heineken as the biggest selling beer in the Dutch off-licence in 2023. This success is not down to Hertog Jan’s competitive price. Nor to its ingredients. In fact, Dutch consumers seem oblivious to the fact that the pilsener is brewed with adjuncts – unlike Heineken beer, which is all-malt.
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