Hooghoudt

What Hooghoudt does

Hooghoudt is a privately held family distillery founded in 1888 in Groningen, Netherlands, currently in its fifth generation of family ownership. The company produces a portfolio of Dutch spirits organized across six categories: jenevers (Jonge Dubbele Graanjenever, Oude Graanjenever, Korenwijn, Premium Jenever, RAW Jenever/Holland Gin), the Dutch Lowlands Whisky line (Beer Barrel 5y, Double Cask 7y, Sherry Oloroso 9y, Single Cask 25y), herbal bitters (Kalmoes Beerenburg with a proprietary 77-herb formula since 1973, Authentieke Beerenburg, Zachtbitter), mix products (Straaljager, Beerenburg Cola, Hooghoudt IJsbeertje), ultra-premium aged jenevers (16, 23, 24, 25, and 26 year expressions, limited to 225-1,000 bottles per release), and lemonade syrups. The distillery employs triple distillation combining column and pot still methods, and operates a distinctive post-aging botanical blending technique that sets it apart from traditional whiskey producers. Regional ingredient sourcing is secured through the De Graanrepubliek cooperative in East Groningen and the Jacob Hooy herbal supply partnership, with aging in European oak Oloroso sherry casks under the Groningen maritime climate.

The business sells primarily through an organized ambassador network of over 100 specialist liquor stores (slijterijen) across three Dutch regions, complemented by direct e-commerce via hooghoudt.nl, the Mitra retail chain, horeca (hospitality) accounts, and an emerging international footprint. The 2022 partnership with Park 375 Avenue Spirits (part of Sazerac Company) initiated US distribution, and the 2025 La Martiniquaise Benelux agreement extends Benelux reach. Hooghoudt holds the Hofleverancier (Royal Supplier) designation — the only jenever producer in the Netherlands with this royal recognition — and has accumulated a portfolio of international awards including three gold medals at the 2022 International Spirit Challenge. Revenue is generated through one-time unit sales across a multi-tier pricing structure spanning accessible mixers to ultra-premium single-cask releases.

Name

Hooghoudt

Legal name

Familie distilleerderij Hooghoudt

Website

https://hooghoudt.nl

Company type

Private

Founded year

1888

Operating status

Operating

Headcount range

11–50 employees

Short description

Hooghoudt is a fifth-generation Dutch family distillery founded in 1888 in Groningen, producing jenever, whisky, herbal bitters, and mix products for retail, horeca, and increasingly international markets through its slijterij ambassador network and distribution partnerships.

Ownership category

akta.pro rank

Product category

Distilled Spirits

NAICS

Distilleries (31214)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Distilled Spirits Production & Distilling (AFAFAAAC), Distilleries (Tasting Rooms) (THAFALAG)

Keywords

• Dutch spirits distillery
• Jenever production
• Dutch whisky aging
• Herbal bitters
• Family distillery

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Spirits and Distilled Beverages Sales: Hooghoudt generates revenue primarily through direct sales of its spirits portfolio including jenevers (gin/genever), whisky, kruidenbitters (herbal bitters), mix drinks, and liqueurs. Products are sold through their ambassador slijterij network, online webshops, and horeca establishments.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hooghoudt produces Dutch spirits including genever (traditional Dutch gin), whisky, herbal bitters (Beerenburg), liqueurs, syrups, and ready-to-drink mix products. The family distillery operates from Groningen, Netherlands, using triple distillation combining column and pot stills with regional grain sourcing through the Graanrepubliek cooperative.

Product overview

Hooghoudt is a family distillery since 1888, producing a portfolio of Dutch spirits including jenevers (traditional Dutch gin), Dutch whisky, herbal bitters (Beerenburg), lemonades/syrups, aged spirits, and ready-to-drink mix products. The core products include: Jenevers (Jonge Dubbele Graanjenever, Oude Graanjenever, Korenwijn, Premium Jenever, RAW Jenever); Dutch Lowlands Whisky line (Beer Barrel 5y, Double Cask 7y, Sherry Oloroso 9y, Single Cask 25y); Beerenburg herbal bitters (Kalmoes Beerenburg, Authentieke Beerenburg, Zachtbitter); Mix products (Straaljager, Beerenburg Cola, Hooghoudt IJsbeertje); Ultra-premium Aged Jenevers (Aged 16, 23, 24, 25, 26 years); Lemonade syrups (Framboos, Valencia, Citroen, Grenadine, Aardbeien); and Gedistilleerd spirits (Vieux, Bessen, Citroen brandewijn). The products are distributed through specialist liquor stores and online retailers across the Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• Jonge Dubbele Graanjenever Young Double Grain Jenever distinguished by softness and taste. Double distillation of juniper brings refined juniper flavor. Distilled with extract of twelve herbs.
• Oude Graanjenever Particularly characterful jenever using a pre-war recipe with substantial self-distilled malt wine aged 17 years on Andalusian oak sherry casks.
• Korenwijn Traditional grain jenever style product from Hooghoudt's portfolio.
• Kalmoes Beerenburg Special Beerenburg with refined, complex flavor and smooth character thanks to calamus root. Contains 77 herbs with notes of cinnamon, nutmeg, and ginger. 30% alcohol.
• Authentieke Beerenburg Traditional authentic Beerenburg herbal bitter from Hooghoudt's portfolio.
• Zachtbitter Soft herbal bitter from Hooghoudt's portfolio.
• Beer Barrel Whisky Aged 5 years A powerful and stubborn Dutch whisky, aged 5 years in ex-Barleywine beer barrels. Offers unique flavor experience with rich malt and deep, complex tones. 46% alcohol.
• Double Cask Whisky Aged 7 years A refined Dutch whisky, aged 7 years on Bourbon and Sherry Oloroso casks. Soft flavors of vanilla and caramel blend with dried fruit, nuts, and a hint of spices. 45% alcohol.
• Sherry Oloroso Whisky Aged 9 years A special Dutch whisky, aged 9 years on Sherry Oloroso casks. Warm tones of dried fruit, chocolate, and spices provide a smooth and full finish. 46% alcohol.
• Single Cask Whisky Aged 25 years A rare Dutch whisky, aged 25 years on a single Sherry Oloroso cask. Deep, complex flavor with tones of dried fruit, oak, and a smooth finish. 55% alcohol.
• Aged 16 Years Result of an accidental double-fill in 1998. Contains flavors from both 23-year-old and 16-year younger spirits. 430 bottles from cask #598.
• Aged 23 Years Distilled in 1998, aged 23 years on ex-Oloroso casks. 225 bottles from cask #577.
• Aged 24 Years Enriched with botanicals including cranberry and Ceylon tea. Bottled at cask strength (60.1%). Limited to 271 bottles.
• Aged 25 Years Ultra-premium aged jenever continuing the series as an ode to the third generation Hooghoudt.
• Aged 26 Years Ultra-premium aged jenever from the Hooghoudt aged series, continuing the tradition of exceptional aging.
• Straaljager Young Jenever mix with Bitter Lemon and a hint of mint. Modern twist on traditional G&T style drinks.
• Beerenburg Cola Iconic Kalmoes Beerenburg mixed with cola. Modern refined classic.
• Hooghoudt IJsbeertje Ready-to-drink mix product from Hooghoudt's mix line.
• RAW Jenever / Holland Gin Contemporary raw genever made from 100% copper-distilled malt wine. Blend of four different malt wine types; barley, wheat, rye, and a mix of wheat, corn, and rye. Won three gold medals at International Spirit Challenge.
• Blended Serie Three expressions: Bourbon, Peated, and Oloroso. Blends of copper-distilled malt wine and grain distillate, minimum 3 years on oak barrels.
• PX 7 Years Aged jenever finished on Pedro Ximénez sherry casks for 7 years.
• Premium Jenever Fantastically pure with unprecedented taste nuances. Flavors include elderflower and cardamom.
• Vieux Traditional distilled spirit from Hooghoudt's distilled products line.
• Bessen Berry-flavored distilled spirit from Hooghoudt's product line.
• Citroen brandewijn Lemon brandy from Hooghoudt's distilled products line.
• Infused Series Infused #1 contains Jonge Dubbele Graanjenever, juniper, malt wine, hop, Horny Goat Weed, and gentian root.
• Hard Seltzers Hard seltzer products launched under Hooghoudt's own brand.
• Valencia Siroop Valencia syrup made from Spanish oranges, a longstanding success since 1922.
• Framboos siroop Raspberry syrup from Hooghoudt's lemonade line, part of the non-alcoholic portfolio.
• Citroen siroop Lemon syrup from Hooghoudt's lemonade line.
• Grenadine siroop Grenadine syrup from Hooghoudt's lemonade line.
• Aardbeien siroop Strawberry syrup from Hooghoudt's lemonade line.

Quantifiable outcome

• Gold medal at International Spirit Challenge 2022 (UK) for RAW Jenever/Holland Gin
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• De GraanrepubliekcoreStrategic or Co-development Partner · 1 April 2023Agricultural cooperative of farmers, entrepreneurs, and makers in East Groningen. Focuses on improving food systems, landscape biodiversity, and regional employment. The cooperative and Hooghoudt jointly purchased the monument building housing the Graanrepubliek visitor center in Bad Nieuweschans.
• Park 375 Avenue Spirits (Sazerac Company)coreChannel Partner/ Reseller/ Distributor · 4 December 2022US distribution partnership for Hooghoudt products. Park 375 Avenue Spirits is part of Sazerac Company and serves the United States from Louisville, Kentucky. This represents Hooghoudt's first step in conquering the American market.
• La Martiniquaise BeneluxcoreChannel Partner/ Reseller/ Distributor · 6 May 2022Partnership announced in May 2025 for Benelux distribution, combining La Martiniquaise Benelux and Hooghoudt strengths in the regional market.
• ESNS (Eurosonic Noorderslag)coreGTM or Marketing Partner · 12 January 2020Three-year partnership starting 2020 with prominent European showcase festival. Includes naming rights to Hooghoudt Barn stage at Grote Markt, three official after-parties in Smoke venue, cocktail bar at Media Compound in Martinikerk.
• Douwe BobminorGTM or Marketing Partner · 22 June 2016Dutch singer-songwriter collaboration. Douwe Bob is a fan of Dutch jenever and was featured with a custom Premium Jenever with specially designed label. He famously smuggled jenever to Eurovision Song Festival 2016 in Sweden.
• KensingtonminorGTM or Marketing Partner · 1 January 2014Partnership with Utrecht band Kensington sharing traditions and beautiful moments. The release of their third album 'Rivals' in August 2014 was the kickoff of the joint adventure.
• Drentsche JeneverbesgildeminorStrategic or Co-development PartnerCooperative for sourcing juniper berries. Hooghoudt picks juniper berries annually themselves on the Drenthe heath in collaboration with this gilde.

Scale indicators4 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• Pernod Ricard: Pernod Ricard is a global spirits major whose portfolio includes The Glenlivet, Jameson, Beefeater, and other gin/whisky brands competing with Hooghoudt's categories. As a broad incumbent it shares shelf space and on-premise attention with Hooghoudt while also representing a potential strategic acquirer for Dutch-spirits heritage assets.
• Sazerac Company: Sazerac is one of America's largest privately held spirits companies (parent of Buffalo Trace, Fireball, etc.) and is Hooghoudt's actual US distribution partner via Park 375 Avenue Spirits. As a broad incumbent with overlapping whisky and bitters portfolios, Sazerac is both a distribution channel and a strategic comparable for premium spirits portfolio expansion.
• Diageo: Diageo is the world's largest spirits company with a portfolio spanning Scotch whisky, gin, vodka, and other categories. It is a broad incumbent competing with Hooghoudt through global brands (e.g., Tanqueray gin, Johnnie Walker) in the same on-premise and retail channels Hooghoudt targets, and could acquire Hooghoudt for its Dutch heritage credentials.

Emerging players

• Adnams Distillery: Adnams is a UK regional brewer and distillery that has built a craft spirits portfolio including gin, vodka, and whisky — comparable in scale and craft positioning to Hooghoudt, though based in the UK rather than the Netherlands. It illustrates the European craft distillery model Hooghoudt is pursuing.

Direct peers

• Rutte Distillery: Rutte is a Dutch family distillery founded in 1872 in Dordrecht producing jenever, gin, and liqueurs. It is the closest direct niche peer to Hooghoudt in terms of heritage positioning, jenever specialization, and craft production approach targeting the same slijterij and on-premise channels in the Netherlands.
• Lucas Bols: Lucas Bols is the Amsterdam-based parent of the Bols brand portfolio, producing jenever, liqueurs, and genever — directly overlapping with Hooghoudt's core categories including traditional Dutch genever and liqueur lines. Both companies compete on Dutch retail shelves and in the international Dutch-spirits export market.
• Herman Jansen: Herman Jansen is a Dutch spirits producer with a long heritage in jenever and liqueurs, supplying both Dutch and international markets. Comparable to Hooghoudt in product mix (jenever, liqueurs, bitters) and distribution through Dutch retail and horeca channels.
• De Kuyper Royal Distillers: De Kuyper is a Dutch family-owned distillery founded in 1695 producing liqueurs, bitters, and cocktail-related spirits — directly comparable to Hooghoudt's bitter and liqueur portfolio (Beerenburg, Zachtbitter, Bessen). Both compete in the European cocktail and on-premise channel with heritage positioning.
• Zuidam Distillers: Zuidam is an independent Dutch family distillery in Baarle-Nassau producing jenever, gin, whisky, and liqueurs. It is a direct peer in the Dutch craft spirits category, with comparable product mix (jenever + whisky), similar family ownership model, and overlapping export ambitions in premium spirits.

Regional players

• Filliers Distillery: Filliers is a Belgian family distillery established in 1880 producing jenever, gin, and liqueurs. It is a regional peer to Hooghoudt in the Low Countries' jenever category, sharing similar craft distillation heritage but operating primarily in Belgium rather than the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOuO0UFtE2Hr5cgZNSrsSMw
• Facebookfacebook.com/hooghoudt1888
• LinkedInlinkedin.com/company/familiedistilleerderij-hooghoudt
• Instagraminstagram.com/hooghoudt1888

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Hooghoudt