Premium German beer brand Krombacher has just had its best ever year in the UK on-trade.
In newly released annual results, 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’s sales figures.
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 its other styles – the Weizen, Dark, Hell and Unfiltered – helping the combined keg sales grow by 24% against 2021.
The company’s UK arm invested heavily in marketing in 2022, with events, advertising, bespoke on-trade support, increased digital activity, a summer BBQ campaign and sponsorship of the ‘Thinking Drinkers’ alcohol-based comedy double-act all contributing to the brand’s increased visibility.
Director for sales & marketing in the UK & Ireland, Stephan Kofler, said: “Krombacher has always had strong foundations within the UK’s vibrant on-trade, but in the last few 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 performance in 2022 showcases the growing power of the brand.”
He added: “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.”
Globally, the Krombacher Group prospered, 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, where it is the market leader, Krombacher profited from 2022’s return of festival and event business, the upswing in the gastronomy sector and a good summer, leading to its draught volume actually doubling.
However, 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.
Managing director Uwe Riehs 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 a. Our strong brand, varied portfolio and high commitment to sustainability and our employees, means we can be very positive ahead of 2023.”
Family-run, Krombacher has been producing its beers in harmony with nature in the Krombach Valley since 1803. Brewing exclusively in the small town of Krombach, in the Siegerland Hills of Westfalia, Krombache5 adheres to the German Beer Purity Law of 1516.
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.
Krombacher beers are now available in more than 50 markets worldwide, and the UK, the brand has over 300 draught taps in operation, while its beers are widely available in the off-trade from the likes of Tesco, Morrisons, Majestic, Co-op, Ocado, Booths, Bargain Booze, Filshill Keystore, Oddbins, and Spar.
