Oranjeboom beer (Picture: Wikimedia Commons/Alf van Beem) - Credit: Oranjeboom beer (Picture: Wikimedia Commons/Alf van Beem)
Monday, 23 March 2015 - 14:40
Retro beer Oranjeboom, soft drink Ranja make a comeback
Beer label Oranjeboom and soft drink Ranya are making a comeback on the shelves of supermarkets, Volkskrant reports. According to Jochem Schouten, a former manager of Heinz, Ranya will be available in about 600 stores this week, including all Jumbo branches. Schouten thinks that nostalgia will definitely play a role in the relaunch's success, but also sees another trend emerging. "There is a growing need for local and national products now that large multinationals often only distribute global uniformity." he told the newspaper. The beer brand Oranjeboom is making its second comeback. In the early 70's the brand was withdrawn by the then owner Allied Breweries and replaced by the brand Skol. That failed and Oranjeboom was relaunched. It was once again removed from the market 10 years ago. United Dutch Breweries will now re-relaunch it on May 1st. The company is owned by the Belgian investor GIMV and the beer will be brewed in Germany.