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Krombacher is ‘ideally positioned’ for 2024
Krombacher Group has reported a stable performance in its 2023 results and predicts a positive outlook for 2024.
In a report with ESM, the German drinks company revealed the business saw a marginal 0.1% decline in output to 7.6 million hectolitres (hl), but the Krombacher umbrella brand still performed better than the industry average, with production declining slightly by 0.3% to 5.7 million hl.
The share of non-alcoholic drinks within the Krombacher Group is around 40% and includes the Schweppes, Orangina and Dr Pepper brands, marketed by the Krombacher Group in Germany and Austria. These saw a combined increase of 1% to 1.6 million hectolitres.
The company revealed that last year the market share of Krombacher Pils reached a record high of over 11% and Krombacher also witnessed growth in the catering industry, events and exports. Additionally, Krombacher NaturRadler, which it had launched in 2022, saw significant growth in sales last year.
This year, the company plans to launch its the alcohol-free variant, Krombacher NaturRadler 0.0%, while In the mixed beer drinks category, the brewer has also hinted at plans to launch the Krombacher AlmRadler, created in collaboration with Austrian brand Almdudler.
Speaking about the results, Krombacher Group’s marketing managing director Ralph Zimmerer said: “In 2023, high inflation made people think very carefully about which products and brands they want to spend their money on. We are therefore particularly pleased that we were also able to gain significant market share with our brands last year.”
Revealing its outlook for 2024, Krombacher has said that it aims to “recharge its brands” in a new and contemporary way to ensure a more consistent experience for consumers across all channels and reportedly plans to drive forward its variety of flavours.
Zimmerer added: “With our strong brand portfolio in both the beer and non-alcoholic beverage segments, we are ideally positioned for the future. This was also demonstrated by the past year, which was very challenging overall.”
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