Germany's Bitburger Brewery eyes UEFA Euro 2024 for sales boost

DPA
·1 min read
Bitburger crates are piled up on the brewery premises. Strong business in pubs and restaurants helped Germany's Bitburger Brewery record increased turnover in 2023 despite a drop in overall sales. Fredrik von Erichsen/dpa
Bitburger crates are piled up on the brewery premises. Strong business in pubs and restaurants helped Germany's Bitburger Brewery record increased turnover in 2023 despite a drop in overall sales. Fredrik von Erichsen/dpa

Strong business in pubs and restaurants helped Germany's Bitburger Brewery record increased turnover in 2023 despite a drop in overall sales.

Bitburger saw turnover jump by 6.4% to €776 million ($835 million) in 2023, even as sales dipped by 1.4%, the company announced on Thursday.

The brewers sold 3.7% more beer in the catering business and increased turnover in that segment by 12.9%. A drop in retail sales dragged down overall volume, with retail declining by 2.9% compared to the previous year.

Bitburger executive Markus Spanier said that Germany's beer brewing industry is suffering from the general consumer restraint and high costs for raw materials, energy and logistics.

"The fact that we can look back on the past year with economic satisfaction is thanks to our committed employees and our sustainable and long-term purchasing strategy," Spanier said.

Bitburger's non-alcoholic beer brands, including the non-alcoholic offerings from partner brand Benediktiner, saw above-average sales growth in 2023.

Bitburger is the exclusive beer sponsor of this year's European Football Championship, which are being hosted in Germany, and the brewer is hoping for a boost in sales from thirsty football fans.