Jofel Beer

Jofel is a private label beer brand primarily associated with the Dutch supermarket chain Jumbo. The name itself is derived from Dutch slang meaning 'nice' or 'fine.' It was launched as an accessible, budget-friendly option for consumers looking for a standard pilsner experience without the premium price tag of major international labels.

While Jumbo Supermarkten owns the brand rights, the beer is produced through contract brewing. Historically, it has been manufactured in the Netherlands, often at the Royal Swinkels (formerly Bavaria) facilities in Lieshout, which handles various private label productions for major retailers. The brand remains a staple in the Dutch retail landscape, emphasizing local roots and affordability.