The Place of Finnish crafts beer in the Dutch drinking culture
Land, Jos Ruben (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018469
https://urn.fi/URN:NBN:fi:amk-2025053018469
Tiivistelmä
This thesis explores the potential of Finnish craft beer in the Dutch market by investigating consumer attitudes, preferences, and purchasing behaviours. While Finnish beer remains largely unavailable in the Netherlands, the country is among leading European importers of beer. The study aims to assess the awareness of Finnish craft beer brands, identify factors influencing Dutch consumer’s craft beer preferences, and evaluate the level of interest in Finnish craft products.
A quantitative survey was conducted by the author containing 16 questions. The survey included questions on general screening, taste preference and brewery awareness. The survey was concluded with 37 valid respondents. Hofstede’s cultural dimensions theory was applied to interpret consumer preferences in relation to cultural characteristics such as individualism and indulgence.
The findings indicate a generally low awareness of Finnish craft breweries, including Haapala Panimo, MBH Breweries, and Fat Lizard Brewing Co. Nevertheless, Dutch consumers expressed a notable willingness to try Finnish craft beer, particularly due to its perceived authenticity, unique flavours, natural ingredients, and traditional brewing methods. A strong price sensitivity was observed, with most respondents unwilling to pay more than € 5 per bottle. The study concludes that market entry for Finnish breweries is viable but requires strategies such as product innovation with local flavour profiles, increased brand visibility through partnerships and events in the Netherlands, and competitive pricing.
Future research is recommended to include a broader market analysis of the Dutch beer market and qualitative research including consumer tasting sessions to deepen the understanding of the taste preferences of the Dutch consumer.
A quantitative survey was conducted by the author containing 16 questions. The survey included questions on general screening, taste preference and brewery awareness. The survey was concluded with 37 valid respondents. Hofstede’s cultural dimensions theory was applied to interpret consumer preferences in relation to cultural characteristics such as individualism and indulgence.
The findings indicate a generally low awareness of Finnish craft breweries, including Haapala Panimo, MBH Breweries, and Fat Lizard Brewing Co. Nevertheless, Dutch consumers expressed a notable willingness to try Finnish craft beer, particularly due to its perceived authenticity, unique flavours, natural ingredients, and traditional brewing methods. A strong price sensitivity was observed, with most respondents unwilling to pay more than € 5 per bottle. The study concludes that market entry for Finnish breweries is viable but requires strategies such as product innovation with local flavour profiles, increased brand visibility through partnerships and events in the Netherlands, and competitive pricing.
Future research is recommended to include a broader market analysis of the Dutch beer market and qualitative research including consumer tasting sessions to deepen the understanding of the taste preferences of the Dutch consumer.