PARTNERSHIP CREATED TO ACCELERATE LOWLANDER’S FUTURE GROWTH AND IMPACT PLANS.
When I founded Lowlander in 2016 it was with the belief that when you combine nature and a little bit of Dutch ingenuity the possibilities for the creation of botanical drinks are endless. Over the course of the last seven years this belief has enabled us to be successful in brewing with botanicals, sometimes using unexpected ingredients or coming up with surprising inventions.
Lowlander has been one of the fastest growing beer brands over the last seven years and according to IRI (2022) has become the second biggest independent new wave beer brand in the Netherlands. We are also growing across Europe and recently launched in new countries like Australia.
Today we announce a new step in our journey which is our joint venture with The Nolet Group which is a partnership created to accelerate our future growth and impact plans.
JOINT VENTURE LOWLANDER BOTANICAL BEERS & THE NOLET FAMILY DISTILLERS
Frederik Kampman founder and Chief Botanical Officer said: “Choosing to enter into a joint venture with The Nolet Group came down to two fundamentals; an entrepreneurial outlook and a commitment to a long term (sustainable) horizon. With the partnership with The Nolet Group we can guarantee a future for us as a business and as a team which remains one full of independent decision making, fast paced business development and ongoing investment into some really exciting innovation. Furthermore, with The Nolet Group, we have new levels of reach through shared knowledge & expertise combined with an investment horizon which matches our ambitions for the growth of the business and our commitment to achieve our long term responsibility targets.”
Bob Nolet, eleventh generation of the Nolet family, said: “Lowlander has strong values and a clear purpose that aligns fully with our own ethos. There’s a clear strategic, philosophical and cultural fit for us in partnering with Frederik and the broader team and we are incredibly excited to support their plans for generations to come. Our cooperation as The Nolet Group with Lowlander offers us the opportunity to grow in the no and low category in which Lowlander has built an impressive position.”
WHAT IT MEANS FOR OUR PEOPLE
Lowlander will continue to be run as an independent company with its existing team of “Lowlanders” both in our newly opened Lowlander Botanical Bar & Restaurant and out of its head office in Amsterdam. Our culture and values remain as important as ever and through the partnership with The Nolet Group we will invest more in our People & Culture plans creating both new jobs and more opportunities for the existing team for personal growth and development.
WHAT IT MEANS FOR OUR PARTNERS
For our partners, being our suppliers, wholesalers, customers, stockists & bartenders you can expect that we are going to further strengthen our operations and upweight our investments into the growth of the Lowlander brand together with our partners. We will support our partners with training, visibility items and exciting activations to attract more consumers into the world of botanical beers. For clarity it is explicitly not the plan to insource or realise synergies with other activities of The Nolet Group in terms of production, route to market or commercial activities.
WHAT IT MEANS FOR OUR CONSUMERS
Our consumers will be able to enjoy our great and consistent quality of botanically brewed drinks, ranging from our botanical beers, non alcoholic beer and recently launched botanical soda’s in more bars, restaurants and shops near them both domestically in the “Lowlands” as abroad in selected international markets.
WHAT IT MEANS FOR THE PLANET
We have been pioneering our responsibility initiatives and have just completed a full responsibility audit of our total business from scope 1 to scope 3. We have been able to achieve carbon neutrality through offset this year and have a roadmap in place to achieve net zero in 2040. Our take less and give back approach continues to underpin everything we do, but in order to achieve our ambitious targets we need a partner with a long term horizon, and with The Nolet Group we have found this partner. As our company grows, we as a business – and as individuals – are driven to take responsibility towards the natural world – today, and for generations to come.
Thank you for reading and being on the journey with us, we couldn’t have any kind of impact without you! We achieved a lot over the last seven years, but there’s always room for improvement, and now with our new partner there is definitely more to come…
So, I sign off by once again saying thank you to every Lowlander customer and consumer – together we are doing something special. And finally, not forgetting a big thank you to the team, who inspire the journey daily.
Founder & Chief Botanical Officer
Follow us @lowlanderbeer
ABOUT LOWLANDER BOTANICAL BEERS
Lowlander is known for naturally delicious beers that are brewed with botanicals – herbs, spices and fresh fruit. Each of the botanically brewed beers comes with a unique story and flavour. Lowlanders Chief Botanical Officer Frederik Kampman worked for years in breweries and gin and genever distilleries, both in the Netherlands and abroad. “When I entered the world of distilling, I was fascinated by all the herbs and spices that were used. As a beer lover, that made me curious about what these botanicals could add to beer.” And this is how the idea for Lowlander was born. At the same time, Lowlander is very much aware of the fact that we should never take nature’s beauty and benefits for granted. As a proud member of 1% For the Planet Lowlander donates 1% of all sales and thereby supports a range of nature causes close to heart. Actively contributing to fighting climate change, conserving biodiversity and preserving wildlife.
The botanically brewed Lowlander range consists of White, I.P.A., the climate positive Cool Earth Lager, a summery Tropical Ale, Citrus Blonde, Leftover Lemon & Elderflower, Pumpkin Weizen and Winter I.P.A. The low & no range consists of the non-alcoholic beers 0.00% Wit, Non-Alc I.P.A., Non-Alc Citrus Blonde, Non-Alc Cool Earth Lager, Non-Alc Tropical Ale and Non-Alc Winter I.P.A. Next to that, Lowlander launched the world’s first nature positive gin in 2022. Three Botanical Sodas with the flavors Ginger & Yuzu, Blood Orange & Bergamot and Rhubarb & Lavender complete the range. And since March 2023, the botanical brewer also welcomes guests in their own restaurant in Amsterdam-Noord: Lowlander Botanical Bar & Restaurant is open Wednesday to Sunday for lunch, drinks and dinner. The menu consists of plant-led dishes and snacks, accompanied by a creative selection of botanically brewed beers, sodas, fresh teas, 100% natural juices and botanical cocktails.