Strategy

Introduction

Duvel Moortgat is one of the largest independent brewing groups in Belgium, and differentiates itself from its competitors by its focus on speciality beers. Its current success is based on following factors: high-quality products, strong brands, a variety of national and international distribution channels and modern production facilities.

Duvel Moortgat intends to continue its expansion by concentrating first and foremost on further internationalization of its highly successful Duvel beer. The acquisition of complementary and high-quality brands and more intensive efforts on the main export markets remain a useful route to Duvel Moortgat’s continued expansion. In practice, Duvel Moortgat will maintain focus on a certain number of key areas described in this chapter.

Mission Statement

Driven by quality, Duvel Moortgat is determined to occupy a leading position as a niche player in the profitable segments of speciality beers and premium brands, both in Belgium and in priority export markets.

Increase Belgian market leadership in specialty beers

Duvel Moortgat owns a broad range of quality beers and will reinforce its position as a market leader in the segment of specialty beers even further by making the right investments and marketing efforts.

Further reinforce the ‘Duvel’ brand name, and pay attention to the consolidation of the entire brand portfolio

With its particularly powerful brand name, Duvel remains the flagship of the Group’s expansion in Belgium and its export markets. The visibility of the brand will be further increased. In addition to its flagship Duvel, Duvel Moortgat develops other core brands: Chouffe, Vedett, Maredsous, Liefmans, Ommegang and Bernard.

International Expansion

The United States, the Netherlands, France, and the United Kingdom are the Group’s priority export markets, while – in cooperation with local importers – the necessary support is also being given to the other countries to fully expand their potential. The Bernard Brewery brands will be further developed both in the Czech Republic and across its borders. Local market requirements are being satisfied optimally in the largest export countries, using local structures and people and a dynamic marketing policy.

Striving for perfection

Quality is the Duvel Moortgat’s Group’s greatest asset and it should remain so in the future. The Group is continuously striving for perfection, specifically in four strategic fields:

• Well-trained and motivated employees who carry out their work with a great sense of responsibility 
• A well thought-out purchasing policy that guarantees the superior quality of all beers
• Using the most innovative technologies in order to ensure the highest product quality and to enable the Group to respond flexibly to the commercial needs of the home and foreign markets.
• Logistical services

Expansion through a scrupulous takeover policy

Duvel Moortgat remains interested in acquiring additional distribution channels and production companies, on the condition that they are profitable, offer high quality and are strategically complementary with the rest of the Group.

Corporate governance for the benefit of the stakeholders

Proper management is a basic requirement to fully exploit the financial resources that the shareholders provide to the company, and benefits all stakeholders. The key concepts here are ‘profitability’, ‘cost control’ and ‘return on investment’.