Mr Guus Brand, the commercial director of Brand Brewery from 1928 to 1978, understood the power of advertising like no other. The distinctive logo of the South Limburg beer brand, exuding history and tradition with its gothic letters, was his creation. Additionally, Brand recognised the importance of cultivating and maintaining strong relationships with customers. The ‘year-end beer mug’ is a prime example. 

The text on the very first beer mug in 1955 expresses this sentiment: ‘The Management of the Brand Brewery in Wylré (L) wishes you much good fortune in '56 and considers you an Honorary Donor of the noble Brand Beer, the beer that Limburg is proud of.’ 

This marks the beginning of a long series of annual editions of the now-famous beer mug bearing the inscription ‘best wishes for the new year’ and a retrospective look at the past year’s highlights or events. These reflections range from commercial milestones, such as the anniversary of Brand UP and the introduction of a new specialty beer, to simple weather reports: ‘1959, the year with the clearest and longest summer in living memory, lies behind us. A good beer summer.’ Even today, all Brand customers receive an annual mug, which has become a coveted collector's item.