Malteurop in profile

Beers and craft beers, whisky…Malteurop malt is sold to more than 300 breweries and 30 distilleries across 5 continents. Malteurop is amongst the 3 largest world maltsters. Renowned for its integration of the barley-malt-beer chain, Malteurop is active at every stage of the value chain from the validation of new varieties of brewery barley to the deliveries to breweries.

The key to future success is to always bring more added value at every stage of the chain and continue to develop internationally in support of the brewers’ growth.

  • Malteurop did not become a malt world leader by chance! Our homeland has always been renowned for its production of brewery barley. Today, Malteurop is present in the three major brewery barley producing areas: Canada, Europe and Australia.
  • Renowned for the quality of its malts, Malteurop is very well positioned and benefits from the growth in demand for brewed beverages (beers but also Whiskies and Bourbon) worldwide and particularly in Asia.
  • With its plants in China, Australia and New Zealand, Malteurop is one of the leading maltsters in the Asia-Pacific region. This is where Malteurop is increasing its investments to respond to the increasing demand in malt that should reach 1M tonnes by 2025.
  • The success of craft beers also provides exciting growth prospects on many markets around the world. Thanks to its new North American business unit, "Malteurop Malting Company", as well as its new European positioning, "The farmer-maltsters", armed with a new range of malts distributed in bags, Malteurop is continuing to develop sales on this fast-growing market segment, which should achieve significant market share by volume in the years to come.


 

Malteurop in actions

Malteurop s’installe au Mexique

Malteurop starts operations in Mexico

Malteurop is pursuing its international expansion by building a new 120,000-tonne capacity malt house in Meoqui, northern Mexico. The 14th country that Malteurop has operations in, Mexico is a market where beer sales continue to grow, located in a strategic region. Malteurop can also count on its close collaboration with Heineken Mexico, which part of the plant's output is intended for, to develop a new supply chain with local farmers, and contribute to the growth of the Mexican brewing industry.

Brasseries artisanales et nouvelle identité de marque pour Malteurop

Craft breweries and a new brand identity for Malteurop

Malteurop is adapting to the craft beer boom with a range of new products, with specific packaging and distribution, as well as new partnerships. One such partnership is with Malterie du Château, an expert Belgian specialty malt producer that is distributing our new range of specialty malts in 25 kg bags to craft brewers in France. This move into the craft beer market all over the world goes hand-in-hand with an adjustment of the brand identity. Malteurop is tweaking its positioning, underscoring its farming heritage, in order to speak to its new target market: craft breweries.

Malteurop répond à la demande de malt biologique en France

Malteurop responds to growing demand for organic malt in France

Sales of organic products in France are growing in all sectors of the food industry, and beer is no exception to this trend. In January 2020, Malteurop launched a range of organic malt, produced in its Aire-sur-la-Lys malt house in northern France, in order to meet growing demand from both from major brewers and craft breweries. The challenge is in terms of the local grain supply. With this new supply chain, Malteurop provides commercial opportunities to farmers who are transitioning to organic farming.

Malt

Spotlight on employees who are building and innovating for the benefit
of large-scale brewers and craft brewers in france and internationally

Diego VAREA
Diego
VAREA
Coordinator-in-Chief of the Albacete project

2007 - Graduated in technical engineering having specialised in industrial electronics
2012 - Joined Intermalta (the Malteurop and Mahou San Miguel joint venture)
2018 - Became involved in the project to extend the Albacete maltings

You’ve been a contributor to the Albacete maltings expansion project, so what has your role been?
I’ve been managing operations involved in extending and optimising the silos. It was all about increasing the capacity of the malt and barley sorting and transport systems. But we’ve also reorganised the entire facility to make better use of the space available, improve access and simplify routing. I’ve also been involved in all the changes to the site in conjunction with our Technical Director Javier Iriarte.
 

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What were your main challenges?
The main problem we had was implementing this expansion project with no interruption to production, which is exactly what we managed to achieve! For example, we had to separate the roaster into two sections by building a temporary wall so that we could successively enlarge it first to the right, and then to the left. The second challenge was time! Every minute of the work done by the teams was optimised. And it’s thanks to everyone's commitment that we succeeded in delivering this challenge on time. And on budget!

So what lessons have you learned from this experience?
During these few months, I learned to approach situations calmly, mainly as a result of working closely with Javier Iriarte and my other colleagues. The ability to take a calm and detached approach is essential for a project of this complexity, which brings its daily share of difficulties with it!

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Vianney GIOT
Vianney
GIOT
Head of Craft Brewing Development

2009 : Having graduated in agricultural engineering and profit centre management from UniLaSalle, Vianney joined the Malteurop Group
2015 : Set up a craft brewery distribution subsidiary at Hopsteiner, the world leader in hops
2018 : Rejoined Malteurop to develop the independent craft breweries market

What are the challenges that attracted you to this new mission?
The thing I enjoy most is business development. And the diversification we’ve seen in the global beer market offers us the opportunity to develop new ways of promoting and distributing our malts. Today’s consumers are looking for more local products that have been produced in a more traditional way, which is why we are seeing such a proliferation of regional breweries. France is no exception, with 500 new breweries set up in 2018 alone. On 1 September 2019, we launched a new range of malts for craft brewers in France, the Benelux countries and Australia, and we’ll soon be extending that range to Poland and Spain - and we're pursuing our growth in the USA. Coordinating all of this is really exciting.
 

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So in what sense is this a pivotal project for Malteurop?
Above all else, small, independent brewers love talking about their beers and what makes them special. So we have to convince them about the quality of our malts, meet them face-to-face, offer them bespoke - or virtually bespoke - quantities, which is a type of business we definitely weren’t familiar with. Even more hands-on and even closer, this new relationship with our customers is totally consistent with the way our approaches and expertise are evolving. So we need to meet them, and build a two-way relationship based on trust and openness.

What are you most proud of about this project?
This new range involves a complete rethink of our distribution and packaging. It's no easy task to get the teams onboard at first, but I’m delighted to see that once everyone understands the service we can offer to these brewers, they’ve embraced and adopted the idea. So a real source of pride!

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Malteurop in figures

2.2M tonnes malt production capacityOver 1,000 employees In 27 industrial sites across 14 countries1 in 10 beers in the world is brewed with Malteurop malt

More information about Malteurop

Visit Malteurop website: www.malteurop.com
 

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