What Jet Import does

Jet Import is a Belgian-headquartered, privately-held distributor of premium beverages and snacks serving the Benelux region (Belgium, Netherlands, Luxembourg). The company markets and distributes more than 45 international brands across energy drinks (Red Bull), premium mixers (Fever-Tree), spirits (Gin Mare, Copperhead, Bushmills, Jägermeister, Jose Cuervo, Kraken, Tovaritch! among others), aperitifs and liqueurs, beers, soft drinks, and healthy snacks (Fulfil, Rice Up!, Manner). Its customer base spans three primary channels: retail outlets, petrol station convenience stores, and catering & hospitality venues (bars, restaurants, cafés). Jet Import reaches these buyers through a direct sales team plus a B2B webshop that requires online payment before delivery, with wholesale pricing as the transaction-based revenue mechanism.

The company traces to a third-generation family soft-drinks business, Jet Frisdranken, which current CEO Stefaan Bettens transformed in 1996 — coinciding with the Belgian launch of Red Bull — from a bottling producer into an importer and brand-building distributor. Today the company employs more than 150 people at its headquarters in Lauwe (Menen), and has built long-standing exclusive distribution relationships with multiple premium brand owners (Red Bull since 1996, Jägermeister from April 2025, Capri-Sun from April 2024, Perrier from May 2024). It also markets its own sub-brand, Gerstel Bräu non-alcoholic beer, originally from Jet Frisdranken.

Commercially, Jet Import reports annual turnover exceeding €330 million and has stated double-digit year-over-year revenue growth every year, supported by brand portfolio extension into adjacent categories such as healthy snacks, cocktail mixers, and premium sparkling soft drinks. Its go-to-market emphasizes trendsetting brand launches, sales-driven marketing, event sponsorship (Red Bull events, the Red Devils football team), and a webshop-enabled B2B order flow, with no disclosed external institutional investment, no subsidiaries, and a closely-held family ownership structure.

Name

Jet Import

Legal name

Jet Import

Website

https://jetimport.be

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Jet Import is a Belgium-based, family-owned distributor of more than 45 premium beverage and snack brands — including Red Bull, Fever-Tree, Copperhead Gin, and Jägermeister — serving retail, petrol station, and hospitality customers across the Benelux.

Ownership category

akta.pro rank

Product category

Beverage and Snack Distribution

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Beverage Import/Export & Cross-Border Wholesale (AFAIAGAL)

akta.pro secondary industries

Bar & Beverage Service Supplies Wholesale (AFAIALAG), Beverage (Non-Alcoholic) Foodservice Distribution (CRAOABAJ)

Keywords

• Premium beverage distribution
• Snack wholesale distribution
• Benelux brand distribution
• Hospitality beverage supply
• Convenience retail distribution

Headquarters

HQ city

Lauwe

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Beverage and Snack Distribution: Jet Import generates revenue through distributing premium beverages and snacks to retail, petrol stations, and hospitality businesses across the Benelux region. They import and distribute brands like Red Bull, Fever-Tree, Copperhead Gin, and healthy snacks, earning margins on product distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Jet Import distributes a portfolio of 45+ international premium beverage and snack brands across the Benelux region (Belgium, Netherlands, Luxembourg) through retail outlets, petrol station convenience stores, and catering & hospitality venues. Its brand portfolio spans energy drinks, mixers, gins, rums, tequilas, vodkas, whiskeys, liqueurs, brandies, vermouths, beers, sparkling waters, soft drinks, iced teas, apéritifs, mixers, syrups, and healthy snacks. The company operates a B2B webshop alongside a direct sales team, generating revenue through product distribution margins.

Product overview

Jet Import is a premium beverage and snack distribution company serving the Benelux market (Belgium, Netherlands, Luxembourg). The company operates as a distribution platform for over 45 international brands across multiple categories including energy drinks (Red Bull), premium mixers (Fever-Tree), gins (Gin Mare, Copperhead, Marula, Bobby's Dry Gin, Hermit), rums (Kraken), tequilas (Jose Cuervo, 1800), vodkas (Tovaritch!, Trojka), whiskeys (Bushmills), liqueurs (Jägermeister, Amaro Montenegro, Select Aperitivo, Adriatico, Bongiorno), wines and spirits (Perrier, Vecchia Romagna, Rosso Antico), beer (Peroni, Salitos), soft drinks (Twist and Drink, Capri-Sun, Arizona, Vithit, Lemonaid, ChariTea, Bundaberg, Bionade, Vita Coco), cocktails mixes (Supasawa, Monin), snacks (Fulfil, Rice Up!, Manner, MySmoothie), and specialty products (Midi Apéritifs, Hierbas de las Dunas, Café Marula, Shanky's Whip). The company distributes through retail, petrol station, and hospitality channels, operating a web shop for orders and employing over 150 people with annual turnover exceeding 330 million euros.

Differentiator

Problem solved

Functional benefit

Brands

• Gerstel Bräu: Non-alcoholic beer brand marketed by Jet Import, originally from Jet Frisdranken.

Products and services

• Red Bull Distribution of the world's leading energy drink brand in Belgium, available in regular, sugar-free, and multiple flavour editions (Summer, Blue, Red, Green, Pink, Sea Blue, White, Lime Green, Zero) for retail, petrol station and hospitality channels.
• Fever-Tree Distribution of the premium mixer brand offering tonic waters, gingers, lemonades, sodas, cocktail mixers (Mojito and Margarita introduced 2024) and sparkling soft drinks, recognized as the world's No.1 Best Selling and Top Trending Mixer for 11 consecutive years.
• Jägermeister Exclusive distribution in Belgium of the iconic German herbal liqueur combining 56 natural ingredients (herbs, flowers, roots, fruits), sold in its distinctive green bottle through Benelux retail and on-trade channels.
• Capri-Sun Distribution of the iconic fruit juice pouch drink (since 1969) made from fruit juices and spring water without preservatives, sweeteners or artificial colorings, available in multiple 200ml and 330ml SKUs in Belgium and Luxembourg.
• Perrier Distribution in Belgium of the iconic French sparkling mineral water (since 1863), sourced and bottled at the spring in Vergèze, packaged in the distinctive green glass bottle in 20cl and 33cl formats.
• Copperhead Gin Distribution of the Belgian 'Alchemist's Gin' brand, available in Classic, Black Batch, Gibson Edition, Scarfes Bar Edition, and Non-Alcoholic variants for Benelux on-trade and retail.
• Gin Mare Distribution of the Mediterranean gin inspired by Mediterranean gastronomy, climate and lifestyle, including the Gin Mare Capri variant with Sorrento bergamot and Capri lemons.
• Kraken Rum Distribution of the black spiced Caribbean rum infused with eleven secret herbs and spices, packaged in its original Victorian bottle and named after the mythical sea monster.
• Fulfil Vitamin & Protein Bars Distribution of vitamin and protein bars containing less than 3g sugar and 20g of protein per bar from soy and whey proteins, available in 8 flavours including Peanut & Caramel and Dark Chocolate Salted Caramel.
• Vithit Health Drinks Distribution of the low-calorie health drink combining vitamins, juice, tea and water with less than 35 calories per bottle — described as the fastest-growing health drink in Europe — available in PET and can formats across 6+ flavour/SKU variants.
• Peroni Nastro Azzurro Distribution of the Italian crisp and refreshing beer with a delicate balance of bitterness and aromatic citrus notes, including the Peroni Libera 0.0% non-alcoholic variant.
• Asahi Super Dry Distribution of Japan's No.1 'Super Dry' beer brewed with carefully selected yeast cultures for a sophisticated aroma and refreshing dry taste.
• Twist and Drink Distribution of the Austrian mountain spring water drink in coloured easy-hold bottles with a unique opening system, containing 30% less sugar than classic soft drinks and free of preservatives, artificial colorings and sweeteners.
• ChariTea (incl. Sugar-Free Variants) Distribution of the organic fairtrade iced tea brand where 5 cents per bottle is donated to non-profit organizations, available in Maté, Red, Black, Green variants plus sugar-free options.
• Bundaberg Distribution of the Australian traditional ginger beer brewed since 1968 using a 3-day brewing process, available in Traditional, Lemonade, Blood Orange and Passionfruit flavours.
• Midi Apéritifs Distribution of wine-based apéritifs and non-alcoholic apéritif crafted in Kortrijk since 2019, featuring Classic Red, Liquid Sunset and Ruby Rush (0.0%) variants.
• Hierbas de las Dunas Distribution of the Dutch liqueur made with 18 herbs, flowers and plants from Zeeland dunes, created by top chef Syrco Bakker with a pure salty-sweet taste.
• Vita Coco Distribution of coconut water from hand-picked coconuts, rich in naturally occurring electrolytes, fair trade certified, containing 66% less sugar than fruit juices.
• Lemonaid Distribution of the organic fruit juice drink where 5 cents per bottle goes to non-profit organizations, low sugar content (5.5g/100ml), available in Lime, Passion Fruit, Blood Orange and Ginger flavours.
• Salitos Distribution of the South American lifestyle beer brand with tequila undertones, available in 5 variants including Original, Mojito, Ice, Blue and Pink.
• Bushmills Irish Whiskey Distribution of the world's oldest operating distillery whiskey from Ireland, triple-distilled from malted barley, multi-award winning, available in Original, Black Bush, and Single Malt variants (10, 16, 21 years).
• Jose Cuervo Tequila Distribution of the world's first and oldest tequila brand since 1795, available in Especial and Tradicional ranges plus a Super Premium range including Cuervo Platino and Reserva de la Familia.
• 1800 Tequila Distribution of the super premium 100% Agave tequila named after the year tequila was first matured in oak casks, available in Silver, Reposado and Añejo variants.
• Monin Syrups & Beverage Range Distribution of the French syrup and flavoured beverage product range including syrups, fruit concentrates, frappés, gourmet sauces and liqueurs, distributed to 140 countries worldwide.
• Amaro Montenegro Distribution of Italy's No.1 premium amaro since 1885, a secret blend of 40 botanicals collected from around the world with a balanced sweet-bitter taste.
• Select Aperitivo Distribution of the original Venetian Spritz since 1920, a blend of 30 botanicals including juniper berries and rhubarb roots, the mother of all Spritzes and symbol of Venetian lifestyle.
• Adriatico Amaretto Distribution of the 100% natural amaretto liqueur using Apulian almonds exclusively, with half the sugar of traditional amaretto, available in Roasted Almonds, Crushed Almonds Bianco, and Zero variants.
• Arizona Iced Tea Distribution of the American iced tea brand in 500ml bottles, made with pure juices and flavours without preservatives or artificial colourings, available in 6 variants.
• Rice Up! Puffed Rice Snacks Distribution of healthy puffed brown rice snacks coated with Belgian chocolate, 100% natural, gluten-free, vegetarian and containing no palm oil, available in Dark, Milk and White chocolate variants.
• Manner Wafers Distribution of the Austrian chocolate wafer brand since 1898, including Original Neapolitan hazelnut wafers and snack minis, fair trade and vegetarian certified.
• Bionade Organic Lemonade Distribution of the 100% organic lemonade based on a unique patented fermentation process, low in sugar and calories, no preservatives, sweeteners or colourings, available in Elderberry, Ginger-Orange, Lemon-Bergamot and Lemon variants.
• Tovaritch! Vodka Distribution of the award-winning Latvian vodka made with organic grains, gluten-free, distilled 5 times, recognized as the 'Best awarded vodka in the world' at blind tastings.
• Supasawa Premium Sour Mix Distribution of the premium bartenders' sour mix crafted from distilled water, five types of acid, sugar and salt, designed to make cocktails sing and pop.
• Bongiorno Italian Liqueurs Distribution of the Italian liqueur family brand featuring Limoncello, Meloncello, Don Pepé, Aperitivo, Sambuca and Samnera, crafted with traditional Italian recipes using Sicilian ingredients.
• Trojka Vodka Liqueur Distribution of the hip vodka liqueur brand in a trendy bottle — triple-distilled grain vodka filtered through a twelve-layer filter, designed as an easy mixer for longdrinks.
• Marula Gin Distribution of the mellow gin with exotic marula fruit — botanical blend including juniper from Tuscany, lavender from Provence, rose leaves from Bulgaria, coriander from India and orange blossom from Spain, also available in Pomegranate variant.
• Café Marula Coffee Liqueur Distribution of the coffee liqueur combining strong floral aromas of Kenyan coffee beans with sweet flavours of marula fruit, ideal on the rocks or in cocktails.
• Shanky's Whip Irish Cream Distribution of the Irish cream whiskey liqueur blending black Irish whiskey with cream and vanilla flavours, positioned as a smooth alternative to traditional Irish whiskey.
• Vecchia Romagna Brandy Distribution of the world's best-selling Italian brandy since 1820, made from the finest distilled wines and aged in crafted oak casks with deep rich aroma.
• Rosso Antico Vermouth Distribution of the Italian vermouth — a mastered blend of select wines and 33 botanicals featuring Ireos Florentina iris, presented in the original 1820s bottle.
• Bobby's Dry Gin Distribution of the Dutch Schiedam Dry Gin made with local Dutch and exotic Indonesian herbs and spices based on a traditional family recipe — aromatic warm fragrance with citrus hint and peppery aftertaste.
• Hermit Coastal Gin Distribution of the Dutch coastal gin with refreshing citrus notes and slightly salty after-taste, composed of ten botanicals with filtered water from the Eastern Scheldt.
• Almdudler Distribution of the Austrian herb lemonade made with 32 natural herbs from the Alps — including lemon verbena, sage, gentian, elderflower and purple coneflower — family-owned since 1957.
• MySmoothie Distribution of 100% fruit smoothies without added sugars or preservatives, shelf-stable for 12 months thanks to mild heat treatment and vacuum tetra packaging, available in mango, strawberry, blueberry, raspberry and pomegranate variants.
• Santocci Limoncello Distribution of the high-end Italian limoncello made according to authentic recipe from the best Sicilian lemons, free from artificial aromas, colourants or flavourings, produced by family-owned Torino Distillati.

Quantifiable outcome

• Annual turnover exceeding 330 million euros with double-digit growth figures every year
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• JägermeistercoreChannel Partner/ Reseller/ Distributor · 18 December 2024Starting April 1, 2025, Jet Import will become the exclusive distributor of Jägermeister in Belgium. Jägermeister is an iconic herbal liqueur with an unchanged recipe since 1934, combining 56 natural ingredients.
• L'IlotminorGTM or Marketing Partner · 19 June 2024Community Cola's local project partner for 2024. For each tray of Community Cola sold, €1 is donated to support local social and cultural initiatives. L'Ilot is an association in Brussels that gives voice to people living in poverty.
• Community ColaminorGTM or Marketing Partner · 19 June 2024Community Cola is a social cola brand where €1 per tray sold goes to local social and cultural projects. Jet Import distributes Community Cola as part of their portfolio.
• Capri-SuncoreChannel Partner/ Reseller/ Distributor · 1 April 2024Jet Import became the distributor of Capri-Sun in Belgium and Luxembourg starting April 1, 2024. Capri-Sun is known for its iconic, convenient, and fun packaging, first introduced in Germany in 1969.
• LDV UnitedminorGTM or Marketing PartnerLong-standing partnership with LDV United (Belgian football club). They surprise the team with ice cream including special Red Bull flavor made for the occasion, demonstrating their partnership activities.
• PerriercoreChannel Partner/ Reseller/ DistributorJet Import acquired the right to distribute Perrier in Belgium. Perrier is an iconic brand known for its elegant sparkling water packaged in the distinctive green bottle.
• Average Rob (Tout Bien Pils)minorChannel Partner/ Reseller/ DistributorBelgian internet phenomenon Average Rob launched his own beer 'Tout Bien Pils' under the wings of Jet Import for distribution in Belgium.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• AG Barr: Scottish soft drinks manufacturer (Irn-Bru, Rubicon, Funkin) with multi-channel distribution across UK retail and hospitality. Comparable mix of branded soft drinks plus licensed/distributed brands sold through a single distribution platform.
• Britvic: UK-listed soft drinks producer and distributor (PepsiCo partner in UK/Ireland) supplying retail and hospitality channels with branded and licensed beverage portfolios. Comparable business model of combining own brands with third-party distribution rights across multiple on- and off-trade channels.

Broad incumbents

• Anheuser-Busch InBev: Belgian-headquartered global brewer (Stella Artois, Budweiser, Corona) with massive in-house Benelux distribution infrastructure. The most relevant Belgian beverage scale benchmark and a potential competitor for premium brand distribution partnerships.
• Refresco: Largest European independent bottler producing private-label and branded soft drinks and juices for retailers and foodservice. Comparable as a large European beverage platform operating across multiple categories and channels, though Refresco is production-led rather than brand-import-led.
• Coca-Cola Europacific Partners: Large-scale bottler and distributor of Coca-Cola brands across Western Europe including Benelux. Operates a comparable B2B beverage distribution model to retail and hospitality, but at vastly greater scale and with proprietary owned brands rather than third-party premium imports.

Regional players

• Royal Unibrew: Nordic multi-beverage group combining own production (energy, soft drinks, beer) with distribution of licensed international brands across the Nordics, Baltics and selected Western European markets. Similar strategy of building a premium portfolio across multiple beverage categories through a mix of own and partner brands.
• Duvel Moortgat: Belgian specialty brewer (Duvel, Vedett, Chouffe) with its own Benelux and international distribution network serving retail and on-trade. Comparable as a Belgian premium beverage company with multi-brand portfolio across beer and adjacent categories.
• Spadel: Belgian independent bottled water and soft drinks group (Spa, Carola, Wattwiller) selling through Benelux retail and hospitality. Comparable as a Belgian-headquartered, independent premium beverage company operating in overlapping channels, though Spadel is producer-owned rather than distribution-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/jetimportbe
• LinkedInlinkedin.com/company/63756
• Instagraminstagram.com/jetimportbe

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jet Import