Some people have a special bond with The Swaen. That’s why we asked around to see what they had to tell. In a series of interviews you will get to know the company through the eyes of our staff, former employees, customers old and new, distributors and even some legends of the business. This time, we speak to Luis Francisco Flores from LNF, our distributor in Brazil. This is Celebrating The Swaen with LNF.
When did you first hear about The Swaen?
I first heard about The Swaen during the Craft Brewers Conference (CBC) in 2018, held in Washington, DC. Even at that time, the brand already stood out for its strong reputation and quality within the brewing industry.
How long have you been working with The Swaen?
We began our partnership in 2018, totaling approximately eight years of a solid and consistent relationship.
What do you think characterizes The Swaen in one sentence?
A company recognized for excellence in quality, reliability, and consistency.
What moment with The Swaen stands out most to you?
Whenever we faced challenges or difficulties, The Swaen proved to be a true partner — present, proactive, and always offering solutions with a high level of professionalism.
What distinguishes The Swaen from other malt houses?
The main differentiators are the rectangular germination boxes and the drum caramelization/roasting process. These two processes ensure uniform grain size and complete, homogeneous caramelization.
What is The Swaen’s greatest strength?
We believe its greatest strength is the strong technical and commercial partnership, providing fast and qualified support for day-to-day questions and challenges.
What do you think is the greatest success we have achieved together?
The strong recognition of the brand by customers, making it a reference for quality here in Brazil.
What product do you like the most?
Gold Swaen© Light is my favorite product due to its versatility and consistent performance.
How do you see the future of specialty malt in your region?
It is challenging due to increasing competition and changes in beer styles, demanded by the current market. However, we strongly believe in our differentiators and continue to position ourselves as the best option in the market.
What gives you confidence to represent The Swaen?
The company’s seriousness, solid values, and above all, the consistent quality of its products give me full confidence to represent The Swaen.
How do you experience the collaboration with The Swaen?
The collaboration is extremely positive. The Swaen is always attentive to its partners and constantly seeking to develop new products of excellent quality, aligned with market demands.
How important is brand story in malt sales?
Brand story is a very important aspect during customer visits, as it allows us to explain who The Swaen is, its history, values, and the philosophy behind its malts, creating connection and trust.
What do customers ask first: price, quality, or availability?
In Brazil, the main factors customers consider are price and quality, usually evaluated together.
What questions or remarks by customers do you hear about The Swaen?
Customers frequently highlight the excellent quality of The Swaen malts and show curiosity about barley crop quality, as well as The Swaen’s unique malting process differentiators.
What do you think is crucial for remaining relevant as a malt house?
Maintaining consistent quality combined with competitive market pricing is essential. These are, in my view, the main pillars for long-term relevance.
Where do you see The Swaen in 10 years?
I see The Swaen maintaining its strong position as a quality reference in the global malt market, with continuous development to meet the needs of an ever-evolving brewing industry.
