People who love beer may soon face the reality of rising prices. The two largest beer manufacturers in Germany, Krombacher and Veltins, plan to increase the prices of bottled and barrel beer this autumn. However, market experts say that consumers can still benefit from promotions in the short term.
Krombacher and Veltins have announced that they will increase the ex factory prices of their bottled and barrel beers in the autumn. This means that not only will retailers face price increases, but customers in the catering industry will also be affected. However, market researchers point out that the number of promotional prices currently appearing in the market has reached a multi-year high.
According to the ranking of the beverage industry magazine Inside, Krombacher has long been the most popular beer brand in Germany. Following closely behind is Bitburger, while Veltins ranks third. It is currently unclear whether other large breweries will also follow suit with price increases. In addition, it is still unclear whether major retail groups will pass on the price increases to end consumers.
The two beer giants have not disclosed the specific magnitude of the price increase. But industry observers believe that the price of a standard specification box of easy to pull beer (20 bottles of 500ml) may increase by about 1 euro.
Bottled beer is also affected
Krombacher's major clients will experience price increases starting from October 1, 2025, not only for beer, but also for its bitter lemon water brand Schweppes, which announced the price increase to customers a month ago. The company spokesperson stated that this move is due to an overall increase in costs. The last time Krombacher raised prices was in the spring of 2023.
Veltins will also increase the prices of bottled and barrel beer starting from October 16, 2025. Bottled beer holds an important position in the catering industry. The company spokesperson pointed out that the news was notified to major clients at the end of May. He said, "Given the rising costs, we hope to continue investing in the catering and retail sectors with the same intensity." According to the company, Veltins' last price increase was in the spring of 2023, over two years ago.
The market promotion is fierce, and price pressure still exists
According to Marcus Strobl, an expert at market research firm Nielsen IQ, in recent weeks, large retailers have been actively competing for the favor of beer consumers through various promotional methods. Prices are still under pressure, "he said. Consumers have been able to purchase beer at prices far below the marked price for several weeks, a situation that has not been seen in many years.
For a long time, consumers of mass market Pilsner beer have purchased an average of about two-thirds of their bottled beer through promotional activities such as "9.99 euros per box". As major manufacturers raise prices again, the gap between retail prices and promotional prices is expected to widen further. Market experts say, "In the past decade, the promotional price of Pearson beer has hardly increased significantly, but the price has continued to rise
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