Berentzen Group presents new sales structure for the brand business: Strategic realignment for greater efficiency and customer focus

The new sales structure is based on the Group strategy Building BERENTZEN 2028 presented in 2024. In addition to focusing on the Group's core brands, strengthening sales is a key component of the strategy. "We have set ourselves ambitious goals as part of Building BERENTZEN 2028. The adjustment of our sales structure is an important milestone on this path," explains Oliver Schwegmann, CEO of the Berentzen Group.

Currently, the distribution of the corporate group's brand business is divided into two independent units: one for spirits and one for non-alcoholic beverages. Only the sales force organizations were already merged in Berentzen-Vivaris Vertriebs GmbH (BVV), which was founded in 2020. “We are now consistently taking the next step and combining the key account management, gastronomy and internal sales departments under one roof,” says Schwegmann. The aim is to exploit synergy effects, deploy resources more efficiently and strengthen the company's position on the market.

“By merging our sales units, we are striving for greater excellence in sales and eliminating inefficient duplicate structures,” says Schwegmann. The resources gained in this way will be used, among other things, to better exploit the potential of new sales channels and to intensify customer support, particularly in the respective regions. “Instead of the current duplication of functions across the board, the new structure focuses on greater organizational depth,” explains Schwegmann.

“With this measure, we are also creating attractive development prospects for our employees at various levels and sharpening existing areas of responsibility,” concludes Schwegmann. The new structure is to be implemented on July 1, 2025.