Krombacher Group strengthens market leadership and invests in future viability

The total output of the Krombacher Group in 2024 was 7.570 million hectoliters (hl). Compared to the previous year, this is a slight decline of 0.8%. The umbrella brand Krombacher sold 5.675 million hl (-1.1%). The non-alcoholic beverage varieties around Schweppes developed positively again in 2024, with an increase of 1.7% to 1.635 million hl. The share of non-alcoholic beverages within the Krombacher Group is around 40%.

"In 2024, we had to deal with a variety of challenges. Dampened consumer sentiment, lack of distribution structures in parts of the retail sector at the beginning of the year, a rainy spring, and unfortunately few impulses in the summer, despite an overall successful European Football Championship in our own country, were factors that influenced our result. Nevertheless, last year once again showed how strongly our brands are positioned in the market," says Hendrik Kuhn, Sales Director Retail Krombacher and Managing Director Schweppes Germany.

Krombacher is and remains Germany's No. 1 beer brand

In an overall declining beer market, even the market leader had to accept slight losses. Despite the difficult starting position, Krombacher was able to reconfirm its position as Germany's most popular beer brand. In addition to the flagship Krombacher Pils, it is above all the variety of types under the Krombacher umbrella brand that has proven to be the right strategy for several years. This was also evident in 2024, for example, through the very positive development of the non-alcoholic products Krombacher Spezi and Krombacher's Fassbrause.

In 2025, brand communication for Krombacher will be even more in focus. The brand profile is to be further sharpened and the variety of types expanded as an important building block for the future. In order to meet the increased technical requirements in the brewery, particularly due to the expansion of product diversity, Krombacher started the largest investment program in the brewery's history a few weeks ago. This program includes the conversion and renewal of the filling lines in Krombach. Over the next six years, a total of over 100 million euros will be invested to implement the most extensive modernization project in the brewery's history.

Schweppes with new record year

Since the acquisition of the brand and distribution rights for the Schweppes, Orangina, and Dr Pepper brands by the Krombacher Group in Germany and Austria in 2006, output has continuously increased. Last year, this area of non-alcoholic refreshment drinks in the Krombacher Group was able to celebrate another record year. The total output for 2024 was 1.635 million hl, an increase of 1.7% compared to the previous year.

Despite the noticeable decline of the gin boom and slightly declining sales in the tonic sector, Schweppes is recording growth in Germany and Austria. Schweppes is very successfully serving the trend towards lower-alcohol aperitif mixed drinks, among others with Schweppes White Peach and the newly introduced Schweppes Pomegranate in 2024. The pure consumption of Schweppes products is also increasing. Here, Schweppes Virgin Mojito in particular was able to develop very well in the market. The further expansion of aperitif competence, the expansion of pure consumption, and the strengthening of the brand core are central measures for Schweppes in the brand's growth plan for 2025.

The premium lemonade Orangina delivered a stable result in 2024 and shows that it is a refreshing alternative not only on summer days, both at home and in the catering industry. And Dr Pepper is also consolidating its strong position in Germany. The world's oldest soft drink brand grew significantly in 2024.

Quality, variety, and strong brands as growth engines

"We are consistently continuing our path of transformation from a classic brewery to a comprehensive beverage provider. The focus on high product quality, variety of types, and strong brands has shown us in 2024 that this is the right strategy for the Krombacher Group in the medium and long term," emphasizes Hendrik Kuhn. "This year, too, we will strengthen the profiles of our brands and expand our product range in a targeted manner. In order to be able to achieve this, we are not only investing in plants and machinery, but above all in people. Because the very positive long-term development and perspective of the Krombacher Group is only sustained by the continuous and passionate work of the many employees in our group."