JF Hillebrand's rebrand and 175th anniversary lay a strong foundation for ambitious future growth plans

JF Hillebrand, the world’s leading logistics provider to the alcoholic beverage industry, today launches a major rebrand as it streamlines its affiliated companies for an enhanced customer experience in its 175th year.

With the rebrand comes a commitment to further building its global operation and plans to grow, affirming the company as the global leading service provider in the forwarding, transport and logistics of beer, wine and spirits (BWS) and other products that require special care in transport.


The firm, formerly JF Hillebrand, now relaunches as Hillebrand, unifying previously acquired companies Trans Ocean Bulk Logistics and Satellite Logistics Group (SLG) into one core brand for a stronger identity, Hillebrand. The unification enables Hillebrand to present its specialized logistic solutions under one name.

All three companies serve the beverage industry with unrivalled reputations, with JF Hillebrand leading on cased beverages, Trans Ocean for bulk solutions and flexitank engineering and SLG for keg management for the brewing sector. Research by independent agency BBDO shows that all three companies were ranked as the most knowledgeable in their respective fields by their customers, when compared to their rivals.

“Unifying our brands combines the passion and knowledge housed within Hillebrand.  We’re unrivalled in experience and now extend our expertise to more products that require special care.

Our mission is to deliver liquids and other sensitive products in a reliable way, with ultimate care, in the shortest possible transit times and always with a personable and friendly service. This is why our customers value us. Bringing our brands together makes us a stronger team and lays the foundations for an even stronger future.” Cees van Gent, CEO


Hillebrand will continue to focus on creating effective solutions to solve the evolving needs of its customers, through technology, advancing end-to-end solutions and expanding its use of digitisation. Highlights of which can be seen in the new website.

Meanwhile, the company’s new strapline ‘Forwarding Passion’ reflects both its founding purpose and longstanding position in the freight forwarding industry and its commitment to its customers to safeguard the quality and value of their products. It also reflects the passion of its workforce and the strategy used to grow.


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