Maallust beer rises from Veenhuizen, Drenthe

— European Design Award —
Bronze, 2015

MAALLUST, A BREWERY AT A HISTORIC LOCATION

Maallust came into existence following the discovery of an old grain mill at the former reform housing colony for vagrants in Veenhuizen. Twenty-five passionate beer lovers, including studio de Ronners, saw an opportunity and took it. This was a place where they could realise their dream: their own brewery, with its own special signature. How could it be any other way? The rich history of the location simply begged for extraordinary specialty beers with original flavours.

FROM DREAM TO REALITY: A ONE-OF-A-KIND BREWERY

The Dutch Siberia — that is what Veenhuizen used to be called. Beginning in 1823 thousands of vagabonds, beggars, widows and orphans were exiled to this distant place. They lived in three big asylums, built by the Maatschappij van Weldadigheid (Society for Benevolence), which was founded in 1818. This social experiment over time developed into a monumental prison village. General Johannes van den Bosch was the founder of the colony: having all these poor people work the wastelands of the province of Drenthe would teach them order and discipline. Their work did not go unrewarded. Those who succeeded were given a piece of land and Colonist status.

A RICH HISTORY TRANSLATED INTO A DELICIOUS BEER FULL OF CHARACTER

DEVELOPMENT OF A HEADSTRONG, AUTHENTIC BRAND

Maallust Brewery’s name and design are founded upon Veenhuizen’s glorious past. Studio de Ronners designed a special font which provides the basis for its brand identity. The font was inspired by the educational slogans that adorn almost all buildings in Veenhuizen. It adds character and ties the beer to its roots.

The brand name, Maallust, basically suggested itself: it was the name of the old grain mill. The place where the beer is brewed now is where the heavy millstones used to be, grinding the grain of the newly-developed lands into flour. The names of the beers harken back to this rich history as well. They remind us of people who used to play important roles in the village. Each character corresponds to a type of beer, for instance De Zware Jongen (Tough Guy, a strong Tripel) and De Kolonist (The Colonist, a smooth, fruity Weizen).

SPECIALTY BEERS WITH NAMES FROM THE PAST

All Maallust specialty beers are brewed using pure, natural ingredients. This pureness is evident in the identity, developed by studio de Ronners, and the brewery’s overall appearance and style. All details have been worked out with great attention and to perfection: from the artisanal colours on the labels and the wooden crates to the packing material made out of burlap and cardboard.

HONEST MATERIALS AND INGREDIENTS: PURE AND LOCAL

Copywriting: Peter Michiel, Complod
Photography: Wij zijn Kees