27 January, 2025

Germany: Krombacher beer retains leadership on German beer market despite sales dip

The Krombacher brand continues to lead the German beer market, although its sales declined by 117,000 hectolitres (-2.1%), according to the new INSIDE Brand Ranking, which yearly ranks Germany's leading beer brands, focusing exclusively on the sales performance of individual brands rather than breweries or groups.

Challenges with retail pricing and distribution hindered growth, though total production, including non-alcoholic beverages, stood at 7.57 million hectolitres, a slight drop of 0.8%. Expectations for 2025 are optimistic, as renewed cooperation with Germany’s largest grocery retailer, Edeka, could support recovery.

The Bitburger brand, ranked second in Germany, expanded by 101,000 hectolitres (+2.8%). Its growth was supported by the popularity of its non-alcoholic range and strong visibility during the UEFA European Championship last summer.

The Veltins brand, ranked third, recorded an increase of 100,000 hectolitres (+3.1%), driven by the success of innovations like Helles Pülleken and rising Pils sales.

The Paulaner brand, ranked fourth, achieved the largest growth in 2024, adding 275,000 hectolitres (+11.0%). Exports to China surpassed Italy for the first time, while Paulaner Spezi, a popular blend of cola and orange soda, grew by 30%. Significant investments in production capacity highlight Paulaner’s commitment to future growth.

The Beck's brand, the only foreign-owned brand among Germany's top seven, secured 5th place with modest growth of 11,000 hectolitres (+0.5%). Strong sales of Beck’s Gold, benefiting from the growing popularity of mild beers, supported its position. Despite challenges with retail partnerships, the brand maintained its ranking.

The Warsteiner brand, ranked 6th, experienced a decline of 92,000 hectolitres (-4.5%) due to competitive pressures and reduced marketing investments. However, segments like alcohol-free and Radler mixes showed growth, offering potential for recovery.

The Oettinger brand, ranked 7th, saw a more significant drop, losing 157,000 hectolitres (-7.9%). The decline stemmed from price increases in the highly competitive value segment. However, Oettinger Hell and alcohol-free variants recorded slight gains, presenting opportunities for targeted strategies.

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