Brouwers Premium Bier

Brouwers is a private-label beer brand exclusive to the Dutch supermarket chain Albert Heijn. Introduced in 2016 to replace the former AH basic 'Premium Pilsener', the brand is positioned as a high-quality yet affordable pilsner with a heritage-focused aesthetic. The labeling refers to 'The taste of now' (De smaak van nu) and features an illustration of a traditional brewing kettle.

While the brand is owned by Albert Heijn (part of the Ahold Delhaize group), the beer itself is produced under contract. Historically, production has been linked to the Bavaria brewery (Royal Swinkels) in Lieshout, Netherlands. As a private-label product, its manufacturing and distribution are strictly controlled by the retailer to ensure exclusivity within their stores across the Netherlands and Belgium.