July 28, 2016 · Team HG
‘The flag is waving proudly again here in the heart of Sneek!’ Incredibly proud, Heleen Sonnenberg announced yesterday that De Weduwe Joustra is back in Frisian hands after 35 years. De Weduwe Joustra has been acquired by Boomsma Distilleerderij from Leeuwarden. ‘Together we face the future!’
Boomsma (since 1883) is a solid Frisian family business operating on the Dutch and international markets with an extensive range of domestic and foreign beverages. A strong player in spirits and wines. Under the leadership of the fifth generation, Saskia and Chantoine Boomsma, old traditions are cherished and new ambitions are realized.
Widow Joustra is a strong brand, known for its Beerenburg. As the sixth generation, I am delighted to continue the family tradition while preserving all that is old. We have known each other for years, and I am convinced that the two companies are a good match. The company culture and working methods align almost seamlessly. It feels familiar and exceptionally good.
The two Frisian Beerenburg brands, both with their own distinct recipes, will continue to exist unchanged and operate independently in the market. In the coming period, we will define the form of collaboration and how we will strengthen each other from the heart of Friesland.
A lot has happened in the past two weeks; there were so many cards on the table. We held valuable conversations with many parties; positive and future-oriented. Heleen Sonnenberg did not worry for a single day about the next 150 years. ‘The fact that my wish has come true makes me extra proud; the Weduwe Joustra is in Frisian hands!’
Photos: Facebook Weduwe Joustra
