"We are looking to 2024 with confidence" - Bitburger Brewery Group reports positive results with sales up 6.4 per cent / Preparations underway for UEFA EURO 2024TM

The retail business, which is particularly challenging for the brewing industry, also performed better for the brewing group's brands in 2023, with an increase in sales of 3.7 per cent and a decline in sales of 2.9 per cent compared to the industry as a whole, which saw average sales losses of over four per cent. "General consumer restraint and high raw material, energy and logistics costs have also left their mark on the brewing industry. The fact that we can look back on the past year with economic satisfaction is thanks to our committed employees and our sustainable and long-term purchasing strategy", stresses Managing Director Finances, Markus Spanier.

The non-alcoholic Bitburger 0.0% range continued its success story with sales growth of almost ten per cent. Together with the successful new launch of Bitburger 0.0% Herb, the 0.0% portfolio further extended its market leadership in the non-alcoholic beer market. Benediktiner once again achieved double-digit sales growth for both Weissbier and Hell. The König, Köstritzer and Licher brands also recorded significant growth rates in sales last year. New campaigns are set to provide further positive impetus for König beers and black beer market leader Köstritzer in 2024.

For the Bitburger Brewery Group, this year will also be dominated by the UEFA EURO 2024TM, which starts in June. As the exclusive beer partner, Bitburger will be present with its brands in the ten host stadiums and the official fan zones, as well as offering attractive campaigns and promotions for partners in the retail and catering sectors. "Preparations for this major sporting event are already in full swing," reports Sebastian Holtz, Managing Director Sales and Marketing. "Of course, we are hoping for a lot of positive impulses for our partners and ourselves," says Holtz. Overall, the Bitburger Brewery Group is optimistic about the current year - despite the continuing challenging conditions.

Attract skilled workers and further promote sustainable projects

In addition to further expanding market shares in retail and the catering business, attracting additional top talent and specialists will be a central topic at the brewing group in order to support the expansion of its market position in terms of personnel. With attractive personnel development programs and a brand new, modern office world in Bitburg, the family company will present itself as a strong and reliable employer," said Human Resources Managing Director Dr. Stefan Schmitz: “As a successful family business, we combine the advantages of state-of-the-art workplaces and structures with a family atmosphere. The flexibility as an employer in a wide range of life situations and the shared pursuit of our goals connect us and clearly differentiate us from many other employers, which is why we are looking forward to the new year with confidence.”

Although the topic of sustainability in the brewing industry is somewhat pushed into the background in view of cost increases and a declining beer market, sustainable action continues to play a central role at the Bitburger Braugruppe. The company is continuously working towards its goal of producing climate-neutrally without compensation. “We are constantly investing in efficient energy management and sustainable energy production. To achieve this, we rely on renewable energies and regional energy concepts,” explains Environmental Managing Director Jan Niewodniczanski. For example, the current focus in Bitburg is on the industrial application of high-temperature heat pumps, the bioenergy park in Bitburg planned by municipal stakeholders, and the expansion of photovoltaic and wind energy projects. Bitburger is also implementing an innovative pilot project for sustainable heat storage with the Fraunhofer Institute. “With all of these measures, we are dependent on reliable framework conditions from politicians as well as faster and, above all, less bureaucratic approval procedures,” emphasizes Niewodniczanski. “Sustainability has never been a fashionable topic for us. It is firmly anchored in our DNA as a family business that thinks and acts in the long term.”