A royal recognition for a centuries-old tradition
Alfa Brewery has been granted the title of ‘Royal Warrant Holder’ for the next 25 years
Mayor Eric Geurts presented Alfa Brewery with the Royal Warrant of Appointment on behalf of His Majesty the King this past Friday.
This prestigious distinction grants the family-owned business the right to bear the royal coat of arms and the title “By Royal Appointment – Purveyor to the Royal Household” for another twenty-five years. Due to the prevailing COVID-19 measures, the presentation took place in a private setting. Harry Meens accepted the warrant together with Michelle and Martijn Meens, the fifth generation who have recently taken the helm.
Alfa was first awarded the title in 1995. With the extension of another twenty-five years, the recognition for their pilsner — still brewed with pure spring water — is once again reaffirmed in 2021.
The Royal Warrant is granted only to companies with an excellent reputation, a leading role in their field, impeccable conduct, and a solid financial foundation. Alfa has proven itself to meet these high standards for many years.
Throughout its rich history, the company has remained true to its 151-year-old tradition and original recipe.
Mayor Eric Geurts: “Things never stand still at Alfa. The company is always evolving, yet never loses sight of its rich history. The design of the new bottle introduced in 2018 and the opening of ‘Bie de Bron’ are great examples of how modernization and tradition can go hand in hand.
I find it wonderful to see that the new generation — now the fifth — is committed to carrying on the craft of this unique family business in Beekdaelen. I’m confident that Michelle and Martijn will not only honor Alfa’s traditions and recipe but will also continue the legacy of earning numerous distinctions and titles.
As mayor, I’m incredibly proud that all of this is happening right here in Beekdaelen, in the beautiful village of Thull. The renewal of the Royal Warrant is therefore more than well deserved.”
Harry Meens is proud of the renewal of the Royal Warrant:*”The Royal Warrant is a recognition of what we, as a family business, stand for: tradition and craftsmanship. In a time of increasing globalization, we continue to value the human scale above all. As a company, we are quite literally at the heart of society.
For us, good employment practices are just as important as community involvement and being part of the local fabric. We will continue to work hard to put Thull and the municipality of Beekdaelen on the map.”*
