VandeStreek Internationalization into Croatia
VandeStreek Internationalization into Croatia

Author(s): Thomas Gelissen, Niklas Weißer, Marsha Bashkeeva, Menno de Lind van Wijngaarden
Subject(s): Supranational / Global Economy, Business Economy / Management
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: case study; VandeStreek; internationalization; Croatia; alcoholic beverages;
Summary/Abstract: Our main goal is to have fun! – Ronald van de Streek (Owner/Founder of Vandestreek Brewery) Who doesn’t like to have fun on the job every day? Ronald, one of the owners of VandeStreek, a craft beer brewery in the north of the city of Utrecht, does exactly this and has made it an explicit goal. Just like most students during their studies, the two brothers Ronald and Sander Van de Streek were regular consumers of beer. With an innate curiosity and a talent for tasting, they started brewing their own beer. Since then, they fell in love with experimenting with ingredients to make new recipes. A serious hobby was born. As the saying goes: Make your hobby your job and you never have to work a day in your life, the brothers followed suit and founded their own brewery in 2015. Their homemade beer was very popular and it became a central part of their life. With the help of family and friends, the two founded a craft beer brewery in the north of Utrecht, the Netherlands. Since they love putting their name on everything they can, VandeStreek, their surname, was the best naming option for their company. Not only because of this, but rather due to their goal as a craft beer brewery. “Van de Streek’’ is freely translated to “from the region’’. A fitting name for a craft beer brewery who wants to be especially known by the people in Utrecht and produce for Utrecht. Since the start, their main goal was to make beer for the people of Utrecht. After they were allowed to promote a number of beers at the Utrechts Bierbrouwers festival in 2013, they founded the brewery. Now they could fully expand their dreams, beliefs, and values of beer making.

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