We are proud to announce the appointment of Wiebke de Groen as our new Chief Executive Officer (CEO). With over a decade of entrepreneurial experience as a distributor of The Swaen in China, Wiebke brings invaluable insights and a deep understanding of the industry to her new role.
Her passion for the craft beer market, coupled with her proven track record of success, makes her the ideal candidate to lead us into the next chapter of growth and innovation. Coming from the esteemed de Groen family, with a long history in the brewing and malting business, Wiebke inherits a legacy of excellence and a commitment to quality that she will undoubtedly uphold in her new position.
Wiebke’s appointment comes at an exciting time for The Swaen, as we have recently increased our capacity to meet growing demand in the market. This expansion positions us for even greater success under Wiebke’s leadership. Her primary goal is to focus on the growth of the domestic market while maintaining strong relationships with current distributors and customers, ensuring continued satisfaction and loyalty. Additionally, she will actively seek opportunities to expand with new distributors and partnerships, further enhancing our presence in the industry.