Germany’s Krombacher is set to roll out the Starnberger beer brand in several other European countries.
Krombacher has distributed the Bavarian-style lager in Germany for four years and the deal will now take in markets including Italy, France, Croatia and the UK.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
A Krombacher spokesperson told Just Drinks south-eastern Europe “has been a recent region of growth for Krombacher with notable interest from consumers in regional German beer styles”.
The spokesperson added: “After the successful test in Italy in 2023, Starnberger is now starting sales in selected countries. The Bavarian newcomer focuses on gastronomy with a strong beer connection and on building up distribution in retail with a strong premium segment.”
Initially based in Berg, near Munich, Starnberger relocated operations to Feldafing on the other side of Lake Starnberg in 2020. The brewery then began a partnership with the Krombacher to “increase distribution and impact across Germany and in international markets”, according to a statement.
The Schadeberg family, which owns Krombacher, has a shareholding in Starnberger. The Krombacher spokesperson said the brewer does not comment on the family’s investments.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataIn a statement, Oliver Braun, managing director of Krombacher, added: “With growing interest in regional German beer styles, we are delighted to offer a 100% authentic taste of Bavaria from one of the region’s hottest breweries to European consumers. The addition of Starnberger Hell alongside our popular and successful Krombacher beer portfolio ensures we have one of the most diverse and appealing German beer ranges in international markets.”
In 2023, Krombacher’s output was close to flat at 7.6 million hectolitres while group revenue rose 6.6% to €951m ($1.04bn). The brewer did not disclose its profits for the year.
“With our strong brand portfolio in both the beer and non-alcoholic beverage segments, we are ideally positioned for the future. This has also been demonstrated by the past year, which was very challenging overall,” said Ralph Zimmerer, chief marketing officer.
