How Bavaria organizes its marketing assets

Bierbrouwer Bavaria is one of the oldest family businesses in the Netherlands. Under the leadership of the Swinkels family, beer has been brewed for seven generations according to a unique family recipe in the Bavaria brewery in the south of the Netherlands. Bavaria has subsidiaries in France, Italy, Spain and the United Kingdom and employs 1,000 people.

No less than 120 countries enjoy beer brewed by Bavaria. Bavaria carries the brands 8.6, Bavaria, La Trappe, Hollandia and Swinckels.


The Global Product Management department is responsible for realizing and managing all visuals, images, videos and artwork. The main task of the department is to manage the "visual experience" of all Bavaria brands worldwide. Marketing support is provided from Lieshout to all countries where Bavaria is active.

The number of online platforms with a lot of rich content has grown strongly in recent years. Developments, such as the increasing number of product variants and shorter product life cycles, have also resulted in a significant growth in the amount of digital material such as logos, product photos, video material, packaging designs, campaign images, posters and banners. Managing these digital assets worldwide, and monitoring the corporate identity of all online and offline communication is essential for Bavaria's global marketing campaigns.


After an extensive selection procedure, Bavaria has opted for the digital asset management solution WoodWing Assets in combination with online layout software from 2imagine. Both best of breed software tools are integrated in a brand portal set up by Bavaria itself. With this portal, the Global Product Management department has been able to greatly improve the marketing support to the countries, while ensuring maximum brand consistency.

Bavaria employees, web designers, photographers, agencies but also distributors can search for all marketing assets and share them and download them if desired.

In addition, untrained internal and external users in the countries can easily translate and localize below the line marketing communications via 2imagine. We work with predefined Adobe InDesign templates that can be adjusted via the web browser. Via an approval workflow, the head office maintains control over offline materials that are made online by the countries. Graphit was responsible for the implementation of WoodWing Assets and 2imagine in close collaboration with Bavaria's Global Product Management department. The ultimate design of the software platforms was determined through various workshops. Elvis DAM and en 2imagine are hosted and managed by Graphit from the data center.


The time to market of all campaigns has been accelerated. Marketing support to the countries has greatly improved.
Corporate identity monitoring worldwide has been greatly improved. The amount of traffic surrounding the creation, availability and reuse of all digital files has decreased significantly.


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