Warsteiner brewery grows significantly above market level

Sales in Germany and abroad up 9.2 percent

17-Jan-2023 - Germany

The Warsteiner Brewery closes the year 2022 extremely positively. Overall, sales increased by 9.2 percent compared to the previous year. With this significant increase, the business of the owner-managed private brewery is actually developing much more strongly than the market, which most recently grew by 4.7 percent across Germany[1]. Particularly pleasing was the fact that the Warsteiner brand was able to expand its market share in the on-trade sector, while business here shrank by 4.6 percent industry-wide[2]. The family-owned company's catering business also performed well. Not only did the number of catering partners grow last year. Beer sales also rose disproportionately in this division.

The year 2022 was characterized by various difficult economic circumstances. While the first quarter was still dominated by existing Corona measures, which hampered business in the catering trade, since February the war of aggression on Ukraine has been weighing on consumer sentiment. In addition, high inflation rates have been causing consumer restraint throughout Germany for several months. "In view of these adverse circumstances, we can be very proud of our annual results, which we all achieved with a joint effort," says Helmut Hörz, CEO & CFO and Chairman of the Management Board of the Warsteiner Group. "We were able to make significant gains in both gastronomy and retail. This proves the potential of the Warsteiner brand."

In Germany, sales actually rose by 9.9 percent. The alcoholic varieties in particular - Warsteiner Premium Pilsener, Warsteiner Herb and Brewers Gold - were able to increase. Here, sales rose by just under 11 percent compared to the previous year. Demand for Warsteiner in cans also increased significantly by 12.5 percent. Canned beer is currently very much in demand again and is making a comeback. However, Warsteiner's success is also a result of its strong involvement in events. Last year, for example, the company sponsored music festivals such as Rock am Ring, Rock im Park, Parookaville and Lollapalooza. Warsteiner was also active at numerous shooting festivals.

Business abroad also grew very strongly once again. After exports had already increased in 2021, a sales increase can now again be recorded: 7.2 percent plus compared to the previous year. This development is characterized by a strong increase in demand in the markets of China, France, Italy and the USA, where Warsteiner beers are enjoying growing popularity. This also more than compensated for the complete loss of business with the countries Russia and Ukraine. "We can be very satisfied with our business development in Germany and abroad," says Helmut Hörz. "We will build on this in the coming months. We have already initiated numerous measures with which we will build on this success." These include, for example, the recently established purchasing company with Karlsberg Getränke Verbund and the founding of our own logistics subsidiary BOXX Intermodal Logistics, an investment in the Irish Rye River Brewing Company and the German beverage start-up hye, and further investments in the Warsteiner brand.

This successful annual balance sheet is underlined by the positive development of further beers from the Warsteiner Group. The market launch of the Oberbräu light beer brand proved a complete success; sales significantly exceeded the target figures. The regional brands Herforder and Paderborner also reported significantly higher sales figures. The beers from König Ludwig Schlossbrauerei Kaltenberg even recorded the highest growth rates in years.

[1] German Federal Statistical Office, taxable beer sales according to DBB data, YTD November 2022.

[2] NielsenIQ, LEH + GAM without Aldi, Lidl, Norma, YTD November 2022.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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