Leading premium German beer brand Krombacher’s annual results have been released and the brewery is raising a stein or two after enjoying its best ever year in the UK On-Trade.
The brand, which has been imported into the UK since the mid-80s, saw its On-Trade business grow by a remarkable 17% in 2022 against 2021.
Largely driven by new taps and draught installations across the pub, bar, restaurant and hotel sectors, Krombacher Pils keg sales alone saw a 27% increase with interest in the other styles such as the Weizen, Dark, Hell and Unflitered helping the combined keg sales grow by 24% (against 2021 figures).
Krombacher UK invested heavily in marketing in 2022 with events, advertising, bespoke On-trade support, increased digital activity, a summer BBQ campaign and the sponsorship of the Thinking Drinkers all contributing factors to the brand’s success.
Stephan Kofler, Krombacher’s Director for Sales & Marketing in the UK & Ireland, commented: “Krombacher has always had strong foundations within the UK’s vibrant On-trade but in the last few five years our growth has accelerated. The brand is respected for its taste quality, heritage, natural brewing methods and for the support we offer to licensees and operators. The On-trade is really in our blood so the performance in 2022 showcases the growing power of the brand.”
“The On-trade will be under increased pressure this year so we’ll be doing all we can to help and support customers. We’re already kicking off plans for some exciting events, campaigns and promotions so that operators have all the tools to succeed in 2023.”
Krombacher Around The World
Overall, the Krombacher Group saw success with total output reaching 7.632 million hectolitres (hl), an increase of 4% compared to the previous year. This equated to an 8.3% increase in Group turnover, when compared to 2021.
In Germany, market leader Krombacher was able to profit significantly from the return of the festival and event business, the upswing in the gastronomy sector and a good summer.
Helping to further consolidate its position as Germany’s most popular beer brand, in similar fashion to the UK market results, Krombacher saw remarkable growth in the On-trade (draught beer/gastronomy sector) in Germany with volume doubling.
Thanks to its presence at music festivals and increased presence in bars and restaurants, Krombacher Pils has reached and captured many new fans helping it retain its title as the favourite beer of the people in Germany.
In export markets, the conscious decision not to supply the Russian market resulted in an overall loss of around 60,000 hl compared to the previous year. Nevertheless, international business remained stable.
Uwe Riehs, Managing Director Marketing of Krombacher, said: “2022 was a year of the greatest uncertainty. The brutal war of aggression in Ukraine, the energy crisis resulting from it, rapidly rising raw material, packaging and energy costs as well as the ongoing impact of the pandemic have created huge challenges for our entire society. We are very pleased that we have been able to navigate through these difficult times in the best possible way. Our strong brand, varied portfolio and high commitment to sustainability and our employees, means we can be very positive ahead of 2023.”
Fiercely independent and family-run, Krombacher has been producing its much-revered beers in harmony with nature in the Krombach Valley since 1803.
Brewing exclusively in the small town of Krombach, nestled in the beautiful Siegerland Hills of Westfalia, central Germany, Krombacher proudly adheres to the German Beer Purity Law of 1516 (Reinheitsgebot).
Relying on artistry, experience and above all a passion for purity, Krombacher’s Master Brewers ensure no corners are cut in their pursuit of perfection.
Combining traditional brewing methods with state-of-the art technology, the brewery only uses the finest, 100% natural ingredients. This includes the finest two-row summer barley, Siegel hops from Hallertau and the brewery’s very own specially cultivated Krombacher Pilsner Superioris yeast, which is used in one brew only.
For the precious water, Krombacher beers benefit from the local Felsquellwasser® found in 50 wells within 3km of the brewery. The special water is naturally soft, low in mineral content and is the only water ever used to brew Krombacher beer, providing the beer with its unique, recognisably refreshing, pure and crisp taste.
The market leader in Germany and among the most modern beverage suppliers in Europe, Krombacher beers are now available in more than 50 markets worldwide.
In the UK, the brand has over 300 draught taps now in operation in the On-trade and the beers are widely available in the Off-trade from the likes of Tesco, Morrisons, Majestic, Co-op, Ocado, Booths, Bargain Booze, Filshill Keystore, Oddbins, Spar (north of England).
The Krombacher beers available in the UK include the Pils, Hell, Unfiltered, Weizen, Dark, 0.0% Pils and Non-Alcoholic Weizen.