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Germany's Bitburger Sees Overall Sales Decline In FY 2020

Published on Mar 8 2021 9:59 AM in Drinks tagged: Beer / Germany / Annual Report / Bitburger

Germany's Bitburger Sees Overall Sales Decline In FY 2020

German brewer Bitburger has reported a 12% decline in sales, to €696 million, in its financial year 2020, down from €792 million in the previous financial year.

Pandemic-driven closures in the HoReCa sector resulted in a 51% sales decline in the out-of-home channel, the company said.

Divisional Performance

The brewer saw a 6% growth in sales in the retail channel, with its wheat beer brand Benediktiner registering a sales growth of 40%. However, the brand's total sales dropped 11%, impacted by the performance in the gastro and out-of-home markets.

Elsewhere, the Bitburger Premium Pils 2020 brand increased its market share in the retail channel to 8.3%, from 8.0% in 2019.

The König Pilsener brand, which is particularly strong in the catering trade, and the Licher brand, which is popular in the regional event businesses, saw double-digit declines in sales during the financial year.

The Bitburger 0.0% range continued to grow in the retail channel, with overall sales growth of 5% during the financial year.

The range also emerged as the clear leader in the alcohol-free segment, with a 47% market share.


Axel Dahm, spokesperson for the management of the Bitburger brewery group, believes that the company is "very well prepared" for further challenges, and above all, for the numerous opportunities now arising in the coming years.

He added, "We reacted to the crisis early and decisively with our strategy adjustment and reorganisation and have clearly bundled our strengths."

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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