La Martiniquaise Benelux (LMB), based in Capelle aan den IJssel, and the Hooghoudt distillery, based in Groningen, are to join forces to strengthen their position on the Dutch market. To this end, La Martiniquaise Benelux will become the sole owner of the Groningen-based family business.
The two parties recently came to an agreement and La Martiniquaise Benelux is taking over the entire share portfolio of the family-owned company. Hooghoudt may welcome a new owner, but it remains a thoroughly Dutch producer. The name ‘Distilleerderij Hooghoudt’, the various drinks brands, and the ‘private label’ activities will be retained. Martin Strijtveen will also remain general manager of the Groningen-based drinks producer.
Strengthening market position
‘As an international player, we also value local anchoring. That’s why we like to include strong, local players in our group. Hooghoudt completely fits into this picture. For more than 100 years, the family business has thrived in the Dutch market with genevers, liquorettes and Beerenburg. In addition to the strong Hooghoudt brand, like the La Martiniquaise group, it is also active with ‘private labels’. ‘With the acquisition of Hooghoudt, La Martiniquaise significantly strengthens its market position in the Netherlands,’ said Lieven Stevens, managing director La Martiniquaise Benelux.
Growth potential
‘As a subsidiary of La Martiniquaise Benelux, the Hooghoudt brand will immediately get new opportunities for further growth,’ emphasises Bert Hooghoudt, on behalf of the Hooghoudt family.
‘As a family, we did not consider an independent continuation of the company justified. Based on developments in the market, which required an increase in scale, we decided to sell the company, upon which the family sought and found a strong partner with a proven track record in the industry in La Martiniquaise Benelux. It was with pain in our hearts, but with full conviction that we took this decision. We look back on the past 137 years of family business with pride and gratitude and wish La Martiniquaise Benelux every success with our family brand,’ said Bert Hooghoudt.
‘In the coming months, we will go full steam ahead and see where we can further develop our brand together with La Martiniquaise. The spirits market has been under pressure for some time. That is why there will be renewed investments to maximise Hooghoudt’s growth potential and strength,’ said Martin Strijtveen, general manager of Distilleerderij Hooghoudt.
