A Look at the Most Popular Beer Brands in the Netherlands

Using insights collected through our Foodservice Market Monitor, we map the regional popularity of the most symbolic beer brands in the Netherlands. A subtle shift may be under way: some Foodservice venues appear to be seeing a decline in traditional beer consumption, or at least a change in the brands they choose to stock.

This article looks at the most popular beer brands in the Netherlands and at the shift in beer preferences across two segments: bars and cafés, and restaurants.

Which Beer Brands Are the Most Popular?

In the Dutch beer market, Heineken remains the most popular brand, with close to 30% numeric distribution (ND) across bars, cafés and restaurants.

Hertog Jan takes second position with around 15% ND. The brand performs especially well in Friesland (24.4%), Drenthe (24.1%) and Groningen (20.3%).

Grolsch comes third at 9% ND, driven mainly by Overijssel (38.2%).

A substantial share of distribution sits outside the traditional leaders. Brands such as Peroni, Vedett and Corona together account for roughly 20% of the market. That group also includes micro-breweries, which have grown steadily over recent years and reflect sustained consumer interest in craft and artisanal brewing.

Hover over the chart below to see numeric distribution by province and by brand, along with the year-on-year change. The figures cover bars, cafés and restaurants only.

A Beer Market Shakeup in the Netherlands?

A clear trend is emerging. Almost all of the traditionally popular beer brands lost distribution share year on year. The exceptions are Grolsch, Hertog Jan, and the wider group of non-traditional brands, which points to pockets of resilience and shifting market dynamics.

Heineken, despite its leading position, recorded the largest loss in distribution compared with the previous year. Hertog Jan gained a percentage point.

One shift worth watching is the growing number of establishments choosing not to sell beer at all, up 2%. This is most pronounced in Flevoland, with a 5% increase.

The decline in distribution among the leading brands points to a move towards healthier or more artisanal choices. A Roamler study conducted in March 2021 found that 30% of 5,245 respondents were choosing low-alcohol beverages out of health consciousness.

Regional Differences in Beer Brands

Heineken leads nationally, but the differences between provinces are significant. In Flevoland it reaches 46% ND, followed by Zuid-Holland at 42%. In Noord-Brabant, Hertog Jan and Bavaria are the most widely stocked brands. In Limburg, a mix of brands outside the traditional leaders holds the strongest position.

Is 0% Beer the Answer?

The distribution of 0% alcohol beers follows a distinct pattern. With the exception of Overijssel, non-traditional brands are gaining ground in the 0% segment, often at the expense of larger names such as Heineken, down 7.7% in Drenthe, and Jupiler, down 3% in Utrecht. The trend reflects both the rising popularity of 0% beer and a broader move towards healthier lifestyles and greater awareness of the effects of alcohol.

Conclusion

The Dutch beer market shows both enduring traditions and clear signs of change. Heineken holds its position as the most widely distributed brand nationwide, but the data reveals pronounced regional preferences and shifting dynamics across Foodservice venues. Traditional beer consumption is declining, while brands such as Peroni, Vedett and Corona are gaining distribution share in almost every province, alongside the growth of 0% alcohol options.

As consumer preferences keep moving, brewers and operators face a market that rewards adaptability. Tracking distribution continuously is what makes those shifts visible early enough to act on.