Bitburger saw its revenues fall almost 6% last year but the German brewer is forecasting a rise in sales – and volumes – in 2026.
The company booked a 5.7% decline in revenue to €753m ($888.5m), which it pinned on challenging conditions for the overall German beer market and its moves to increase prices.
“Our sales declines are not only due to an extremely difficult year overall for the entire industry but primarily to the price increase we implemented and consistently enforced in the market,” the brewer said in a statement to announce the figures.
Earlier this week, government data showed beer sales in Germany declined at their steepest annual rate last year since the data series began in 1993, further extending a long-term downward trend.
Figures from the Federal Statistical Office (Destatis) show breweries and beer warehouses sold around 7.8 billion litres of beer in 2025, down 6% on a year earlier. The dataset excludes non-alcoholic beer, malt beverages and beer imported from outside the EU.
Bitburger expects its sales to recover this year on the back of its “leading position” in the horeca channel, a boost from the football World Cup, innovation and the “growing market” for alcohol-free beer.
"2026 points to growth for us – in both revenue and sales volume," Sebastian Holtz, MD of sales and marketing at Bitburger, said.
The privately owned company said “nearly all brands” saw sales decline last year due to “the ongoing reluctance of consumers to spend” and the firm’s “focus solely on price increases”.
Bitburger, the brewer’s largest brand, recorded a 6.4% decline in sales. König Pilsener, Köstritzer, and Licher also saw sales and volumes fall, the company said.
However, Bitburger added its namesake 0.0% range “achieved significant growth”, with sales up more than 12%.
Without citing the source of its data, Bitburger said it accounted for more than 30% of Germany’s 0.0% beer market.
Despite significant international uncertainties, the Bitburger’s export business achieved “a slight increase in both revenue and sales volume”, it added, though it did not disclose further details.
