With over a hundred years of craftsmanship, The Swaen has always focused on innovation and quality. On 1st April 2024, Wiebke de Groen became the new CEO of this family business. She has a decade of experience as a distributor for The Swaen in China. Her passion for beer and malt makes her the perfect leader to drive growth. In this interview, she shares her vision, plans, and insights about The Swaen’s role in the Dutch craft beer market. Read all about her in our interview with Wiebke de Groen.
Why did you decide to take this job?
“After working as a distributor for The Swaen in China for ten years, I developed a strong connection with the company. So, leading our family business into a new chapter felt like a natural next step. The history and values of The Swaen attracted me, but even more so, the potential for growth and innovation truly inspired me. I have a deep passion for the malting world, and this role allows me to play an active part in the future of a company that means so much to me.”
How would you describe your job as CEO?
“As CEO, I not only lead the company but also build bridges. My role involves making strategic decisions that secure The Swaen’s future. At the same time, I must inspire and support the team, ensuring that everyone feels involved. Ultimately, I see myself as the link between our rich past and the future we want to create. We strive to combine innovation and tradition in everything we do.”
What’s the best part of the job?
“The best part of my job is helping to develop both our products and our people. I love creating solutions and exploring new markets. However, working with a passionate team gives me the most satisfaction. Together, we craft top-quality products while strengthening The Swaen’s legacy. It’s incredibly inspiring to see our work impact the global beer industry, especially in the Netherlands.”
What three words describe you best?
“Reliable, solution-oriented, and empathetic. My team and stakeholders can always count on me to keep my promises and deliver high-quality work. Additionally, I excel at solving complex problems and finding effective solutions. Moreover, understanding customer needs allows me to anticipate challenges and exceed expectations. This approach helps drive growth and strengthens our position in the market.”
What is your vision for the future of The Swaen?
“Our vision is to establish The Swaen as the leading provider of premium, sustainably-produced malt. We want to be known for both quality and innovation. Supporting craft brewers, specialty malt users, and distillers remains a priority. Furthermore, we aim to build strong relationships and positively impact our local community. Sustainability is also key. That’s why we focus on energy-efficient production and environmentally responsible operations. By setting the benchmark for sustainability, we contribute to a greener future for the entire industry.”
How does The Swaen support the growth of the craft beer sector in the Netherlands?
“We believe in collaboration, especially with Dutch craft brewers. That’s why we work closely with them to provide malts tailored to their needs. One initiative I’m particularly proud of is our partnership with local farmers. We help grow barley that is then malted at our facility. This creates a unique product: Dutch beer, made from Dutch barley, malted by a Dutch malt house. It’s a great way to promote local craftsmanship and quality.”
What trends do you see in the Dutch craft beer market and how does The Swaen respond to these?
“We see more demand for unique flavours and local ingredients. Brewers want to stand out in a crowded market. In response, The Swaen develops innovative malts to support this trend. For example, our Platinum Swaen line helps brewers create distinctive flavour profiles. Furthermore, sustainability is also a key focus. We ensure that every malt we produce contributes to a better, more sustainable world.”
How does The Swaen differentiate itself from other malt houses?
“We focus on quality, customisation, and sustainability. The Swaen offers a broad range of malts, from traditional to innovative varieties, which we develop in close collaboration with our customers. Additionally, our Probat drum roaster allows us to produce small batches of specialty malts with great precision. Sustainability is also central to our operations. From energy-efficient roasting to working with local farmers, we minimise our environmental impact.”
What knowledge from your previous job can you use at The Swaen?
“My experience in China gave me valuable insights into brand development in new markets. Strong customer relationships and understanding local dynamics were key in China. Now, I apply this knowledge to position The Swaen for success in both the Netherlands and abroad. Working in a fast-changing market taught me to be flexible and proactive – skills that are crucial in the competitive craft brewing industry.”
What makes The Swaen malts unique for craft brewers?
“The combination of traditional expertise and modern technology makes our malts unique. We control the entire process, from sourcing to roasting, ensuring consistent quality. Furthermore, our ability to produce small batches offers flexibility, meeting the specific needs of brewers. This mix of quality, customisation, and innovation makes us a valuable partner for craft brewers.”
How does The Swaen contribute to sustainability in beer production?
“Sustainability is a core value at The Swaen. We work with local farmers to grow sustainable barley, benefiting both the environment and the economy. Additionally, our production methods focus on energy efficiency. We use heat exchangers and energy-efficient burners to reduce waste. In 2023, we expanded our facility with even more environmentally friendly processes. So, when brewers choose our malts, they know they are supporting a more sustainable beer industry.”
What new products can craft brewers expect from The Swaen?
“We are always developing new products to meet market demands. For instance, at BrauBeviale in Nuremberg, we will introduce new Platinum Swaen malts. These will help brewers create unique and complex flavour profiles. Additionally, we are experimenting with new roasting methods to offer even more exciting options.”
What is your advice to beginning brewers who want to work with The Swaen?
“Communicate openly about your vision and taste goals. Many focus on malt colour, but flavour should always come first. At The Swaen, we have the expertise to help brewers create the perfect malt profile. That’s why our maltsters are happy to provide tailored advice. By working together, we can make beers that stand out in both quality and uniqueness.”
What do you like to do in your spare time?
“As a mother of two young children, I love spending time with my family. We enjoy cycling, walking in the woods, and visiting the zoo. I also love exploring new places. Since moving from China to the Netherlands, I am still discovering the beauty of Zeeuws-Vlaanderen.”
What do people really need to know about you?
“I have a strong passion for sustainability. I apply this in my personal life and my work at The Swaen. Moreover, I believe we have a responsibility to leave the planet in a better state for future generations. I also thrive on challenges and see them as opportunities to grow and learn.”
What is your favorite beer or beer style?
“Amber Ale is my favourite. I love the rich, malty flavours balanced with a refreshing hoppiness. Although it’s less popular today, I always look for a well-brewed example. This style deserves more recognition, and I hope to see more of it in the future.”
