Brewing with Purpose: How Rabauw Turns Beer Into a Brand with Meaning
What happens when beer meets mission? In this conversation with Rik Feijen, co-founder of Rabauw, we dive into what it takes to build a social enterprise with real flavour: both literally and brand-wise.
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Embrosa
Rabauw isn’t your typical craft brewery. Based in Eindhoven, the company brews excellent beer while actively creating job opportunities for people with a distance to the labour market. And they don’t just talk the talk: the people behind the bar, the ones brewing, packaging, and even appearing on the cans they all play an essential role in what Rabauw stands for.
In this interview, Rik shares how Rabauw grew from a rebellious idea into a visible, values-driven brand. We talk about social impact, storytelling, and why branding doesn’t need to shout to be unforgettable.
From outsider to impact brewer
"Rabauw started as an idea to do things differently," Rik explains. "To create a brewery where people could grow, even if their path to employment wasn’t straight."
It’s in the name: "Rabauw" (Dutch for rogue or rebel) reflects the company’s mission to break norms and open doors.
“We brew beer. But really, we brew opportunities.”
From the start, Rabauw was about inclusion. And their brand had to reflect that: honest, unexpected, a bit wild, but always human.
Packaging with a story
Rabauw’s cans aren’t just containers. Each can is telling a story. Each design features the face of someone who works at Rabauw, not actors, but real team members.
“If you work with us for a year, we draw lots. If your name comes up, you get to be on the can. That’s how we celebrate our people.”
What started as a minimalist black can has evolved into something much more personal and meaningful. The packaging brings their social mission to life, right on the shelf.
Tasting the brand in real life
Rabauw doesn’t just sell beer. They create experiences. From their brewery and tasting room on Eindhoven’s creative Strijp-S terrain, to pop-up events and tours, Rabauw makes it easy (and tasty) to connect with the brand up close. “Come visit. Taste what we do. Hear the stories. Meet the people.”
Rabauw also sells through its webshop and local hospitality venues, but real engagement happens where stories are told and shared.
Collaborations with purpose
Some of Rabauw’s most meaningful beers are born out of collaboration. Like the brew they created together with Springplank040, an organisation supporting unhoused people in Eindhoven.
Springplank040-people also work at Rabauw, and yes, they sometimes end up on the can too.
“It’s not about product expansion. It’s about community.”
The collabs Rabauw sets up blend craft and purpose in a way that feels honest. No empty slogans, just people, working together, creating something real.
A brand with guts (and heart)
Rabauw proves that strong branding doesn’t require slickness. It requires soul. Clarity. And the courage to show who you really are.
With every new beer, every story on a can, every person behind the bar, they make their Rabauw-mission visible. And drinkable.
If you’re working on a purpose-driven brand, take a page from Rabauw: Don’t just tell a story. Let your people live it. 🍻 Watch the full interview with Rik Feijen (Rabauw) on Embrosa Talks.
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A beer brand with purpose
Rabauw doesn’t just sell beer. They create experiences.
From the start, Rabauw has been about inclusion. Their brand needed to reflect that: honest, unexpected, a bit wild, but always human. That's why Rabauw’s cans aren’t just containers—each one features the face of someone who works at Rabauw; not actors, but real team members. Learn more about Rabauw’s mission and their beautiful brand.
