Struggling in the stagnant German beer market, Oettinger brewery, renowned for its affordable beers, decides to shift focus. By 2026, this Bavarian brewery aims to turn 40% of its sales towards non-alcoholic beverages like soft drinks. This shift from a brewery to a full-fledged beverage producer was announced by CEO Stefan Blaschak, who took over the helm of the family business during the summer.
The export share of Oettinger, one of Germany's largest beverage producers, will also increase from one-third to around half of its turnover over this period. Founded in 1731 and employing around 800 individuals, Oettinger operates breweries in Swabia, North Rhine-Westphalia, and Lower Saxony.
Blaschak believes that the market is shifting, and Oettinger wants to remain competitive by offering quality products at reasonable prices, while maintaining a distinct difference from competitors that advertise heavily on TV. To realize this strategy, Oettinger sold its brewery in Gotha last year due to the deteriorating beer market.
Historically, Germany's beer market has been steadily shrinking. According to data from the Federal Statistical Office, in the first half of 2023, breweries saw a drop of 2.9% in beer sales compared to the same period in 2022. In contrast, the production of non-alcoholic beer has doubled within the past decade.
Oettinger's commitment to quality and affordable prices should remain a key part of its new strategy. To ensure its relevant offerings stand out, Oettinger may advertise less and aim to be considerably cheaper than its rivals providing more expensive, TV-advertised beers.
The enrichment data suggests that Oettinger Brewery may maintain its values of offering high-quality products at affordable prices while expanding its production of non-alcoholic beverages. However, specific details about the strategy's implementation are not extensively discussed in the given sources. You might want to investigate recent press releases or announcements dedicated to the company's non-alcoholic beverage expansion plans for a more comprehensive overview.
