JF Hillebrand rebrands as Hillebrand as firm commemorates 175th anniversary

GERMANY – JF Hillebrand, the world’s leading logistics provider to the alcoholic beverage industry, has rebranded as Hillebrand as it streamlines its affiliated companies for an enhanced customer experience in its 175th year.

Formerly JF Hillebrand, the firm has now relaunched 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 company said that the unification will enable Hillebrand to present its specialized logistic solutions under one name.

All three companies serve the beverage industry, 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.

With the rebrand comes a commitment to further building its global operation and plans for ambitious future growth plans.

This is in line with the company’s commitment to become 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.

“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,” says Cees van Gent, CEO Hillebrand.

“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.

“Bringing our brands together makes us a stronger team and lays the foundations for an even stronger future,” he adds.

The company has also unveiled a new strapline ‘Forwarding Passion’ which reflects both its founding purpose and longstanding position in the freight forwarding industry as well as a commitment to its customers to safeguard the quality and value of their products.

Now operating as Hillebrand, the company said that it 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.

Hillebrand has offices located in 90 countries in every wine crafting or consuming area of the worldwide employing 2,400 people.

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