April 1st: vandeStreek becomes vanderStreek

IMPORTANT UPDATE 01-04-2024

After careful consideration and a deep dive into the logistics of a name change, our marketing team has come to an important conclusion: changing our name is actually... quite a lot of work. And honestly? We have better things to do. Like making cool designs such as this one on our facade! That's why we're sticking with what we know and love: vandeStreek bier.

We at vandeStreek bier, proud pioneers of the Non-Alcoholic IPA Playground and located in the heart of Utrecht, are on the eve of an exciting change. After eleven years of loyal service to beer lovers all over the world, we have decided to transform our name to vanderStreek. After eleven years, our current name is not sufficiently established to realize our ambitions, because we want to be the start of an age-old family business.⁠

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"To become an age-old family business, a name everyone knows is of great importance," says Ronald van de Streek, commercial director. 'My brother Sander and I started the brewery in 2013 from our shared hobby. Our brewery now has 2 horeca locations, brews more than 1 million liters per year, and has sales in 22 countries.'

"We noticed that the name vandeStreek bier was often misremembered. We also saw it misspelled very often, for example on beer menus or in social media posts. And besides, vanderStreek just rolls off the tongue better, for example for the English who also drink quite a bit of our Playground," Ronald adds.

Our family doesn't mind that the name no longer corresponds exactly to what's in our passport. "There are always only a few people who recognize my name, and usually they think I'm a football player," says Sander van de Streek, my brother who is responsible for all operational matters, such as the actual production of the beer.

The first step of this rebranding was taken this week. The logo on the front of the brewery has been replaced with the new logo. We expect to complete the entire rebranding in April. We will provide the first updates on this next Monday! Everything will be overhauled, coasters, tap lenses, tap handles, our website, and even our own restaurant on the Oudegracht will change. The latter will remain open during the rebranding, so if this message has made you thirsty, book quickly at vanderStreek Oudegracht.