The Swaen means different things to different people. Some have built a relationship with us that goes well beyond business. So we decided to ask them directly. This is the latest installment in our ongoing interview series, where we sit down with the people who know The Swaen best: staff members, former colleagues, longtime and newer customers, distributors, and a few true legends of the industry. This time, we’re turning the spotlight on LD Carlson Company, our distributor in the United States. This is Celebrating The Swaen with LD Carlson Company.
When did you first hear about The Swaen?
It was back in 2015 or 2016 – that’s when The Swaen first came onto my radar. That first impression has really only grown stronger over time.
How long have you been working with us?
Around a decade now – I believe it dates back to 2015 or 2016, so we’re coming up on ten years together. It’s been a relationship that’s grown steadily year after year.
How would you characterise The Swaen in one sentence?
A genuine passion for the malting process and for the final product – that comes through in everything they do. It’s not just a slogan; you can see it in the care taken at every stage.
What moment stands out most to you?
There isn’t one single moment that stands out – it’s more the cumulative impression built up over the years. What’s stayed with me is how consistently impressed I’ve been by Jos Haeck and the De Groen family throughout our years of doing business together. Their steady presence and hands-on approach have made a real difference.
What distinguishes The Swaen from other malt houses?
It’s the combination of an impressive, wide-ranging product portfolio with an unwavering focus on quality. Every malt is produced with real attention to detail. Few malt houses manage to offer that level of variety.
What is our greatest strength?
Their product range, without question – the depth of what they offer sets them apart. That flexibility has been a huge asset for us in the US market.
What do you think is the greatest success we have achieved together?
Bringing The Swaen’s products to brewers in the United States – and doing it through a decade of hard work together, navigating both successes and challenges along the way. Building that kind of market presence from the ground up takes trust and persistence on both sides.
What product do you like the most?
Swaen© Lager is my favorite. Its very light colour and the versatility it offers in the brewing process make it a standout for me. It works beautifully across so many different styles. This makes it an easy malt to recommend to brewers no matter what they’re trying to create.
How do you see the future of specialty malt in your region?
Right now, lighter beer styles dominate the market, which means specialty malt usage is naturally down. That said, I believe there will always be a place for specialty malts in the craft beer industry. That demand isn’t going away. Craft brewers in particular still value that ability to experiment and create something distinctive.
What gives you confidence to represent The Swaen?
The shared experience we’ve built together over the years – that history gives me real confidence in representing them. Knowing the people behind the product and trusting the quality they deliver makes it that much easier to stand behind the brand.
How do you experience our collaboration?
It’s defined by open dialogue and strong communication – and that’s held true through both the good times and the harder ones. Even when challenges come up, there’s always a willingness on both sides to talk things through and find a solution together.
What do customers ask first: price, quality, or availability?
In today’s market, price and quality tend to go hand in hand. We’ve seen brewers sacrifice quality to save money. At the end of the day, good malt makes good beer. That’s a lesson that eventually catches up with everyone in this business.
What do you think is crucial for remaining relevant as a malt house?
Consistent supply and consistent quality – and maintaining a competitive price point without ever sacrificing that quality. In a market that’s constantly shifting, being someone brewers can count on, batch after batch, is what keeps a malt house relevant long-term.
Where do you see The Swaen in 10 years?
Right here with us, still working together – converting US brewers one batch at a time! I expect the market will keep evolving, but I have no doubt the partnership will keep growing right alongside it.
Want to hear more from the people behind The Swaen? Read more stories or get in touch with our team – we’d love to share our story with you.
