“What began with the introduction of strategic products to grow in the niche market is now showing enormous potential,” says Michael Jasinski, Managing Director of Sinalco International Brands. “Especially for German consumers who vacation in the Netherlands and don't want to miss out on their Sinalco, our sales have so far focused primarily on beach huts along the Dutch coast.”
Here, Sinalco was mainly present with Sinalco Apple Spritzer and Sinalco Cola Mix in 0.33-liter returnable glass bottles or 0.5-liter disposable PET containers for on the go. Since January 2025, the brand has been conquering the Netherlands with three new products. The drinks, produced specifically for the ethnic market with internationally appealing flavors, are perfectly tailored to the tastes of this important target group.
This group plays a significant role in the Dutch population and ensures cultural diversity. “With the establishment of our own sales office in the Netherlands, the course has been set for further growth. In the future, we will be able to play a decisive role in shaping the Dutch AfG market with a great team,” emphasizes Michael Doerks, also Managing Director of Sinalco International Brands.
Proximity to consumers and the ability to adapt to target group-specific and constantly changing taste preferences are paying off. “The international strengthening of Sinalco's brand potential and the opportunities for expanding the retail business represent a unique opportunity for brand and company development – in the Netherlands and beyond,” adds Jasinski.
