Riedenburger Brauhaus: Stable sales and expansion of the non-alcoholic beer range
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Despite the ongoing decline in the German beer market, Riedenburger Brauhaus remains on course for success. In the 2024 financial year, the organic brewery was able to keep its national sales stable and increase them by four percent in the natural food segment. The non-alcoholic range developed particularly dynamically, recording a 14% increase in sales.
Non-alcoholic as a success factor: New impetus from the historic non-alcoholic Emmer beer
The non-alcoholic beer range has been successively expanded in recent years. In addition to Riedenburger Ur-Hellen Alkoholfrei, sales of the delicately hoppy Riedenburger Alkoholfrei (0.33 l) have risen sharply. The introduction of Historisches Emmer-Bier Alkoholfrei provides new impetus: “With the new Emmer-Bier Alkoholfrei, we are responding to the increasing demand for alcohol-free beer specialties. What makes it special is that it is brewed with the ancient grain emmer, which gives it a unique taste, and comes onto the market in the characteristic swing-top bottle. Its alcoholic counterpart has been our most popular variety for years,” says Managing Director Maximilian Krieger. The non-alcoholic Emmer beer impresses with its full-bodied, malty taste, a chestnut-brown color, fine caramel notes and a fine-pored, creamy head.
The Riedenburger Brauhaus actively promotes the cultivation and use of the historic grain variety emmer in the heart of Bavaria and thus contributes to the preservation of an old cultivated variety that has almost completely disappeared in modern agriculture. Together with long-standing contract farmers, the organic brewery places the climate-resistant ancient grain variety “Altmühltaler Emmer” at the center of its bio-regional value creation cycle. For this commitment, the Riedenburger Brauhaus was honored by the Bavarian state government as a lighthouse project.
Market trends and consumer awareness
The trend towards non-alcoholic beers is not only evident at Riedenburger, but also reflects a general development. Beer specialist Mareike Hasenbeck, journalist, author, beer sommelier and jury member of the renowned European Beer Star, emphasizes: “Many people are eating more consciously, attach much more importance to sporting activities and therefore often do without alcohol - especially for young people it no longer seems attractive. Non-alcoholic beers are no longer a niche product, but real lifestyle drinks.”
Sustainability and the future: the new Riedenburger Brauhaus building
With the new building, the Riedenburger Brauhaus is setting new standards in terms of ecological responsibility. In future, the brewery will produce without fossil fuels and thus make an important contribution to climate-neutral beer production. “Sustainability is not just a buzzword for us, but an integral part of our corporate philosophy. The new building will enable us to work in a way that conserves resources and at the same time further expand our product range, particularly in the non-alcoholic segment,” explains Maximilian Krieger.
