Krombacher and Veltins plan to increase beer prices soon

According to the rankings published by the beverage trade magazine "Inside," Krombacher has long been the most-consumed beer brand in Germany. Veltins follows Krombacher and Bitburger in third place. It remains unclear whether other major breweries will also announce beer price increases. It also remains to be seen to what extent the major retail groups, in particular, will accept the announced price increases and implement them in their retail prices.

Neither major brewer provided any information on the extent of the price increases. Industry observers believe it's possible that a standard price for a case of beer containing 20 half-liter bottles could increase by about one euro.

For Krombacher's major customers, it's not just beer that will become more expensive effective October 1, 2025. A spokesperson said a price increase for the bitter lemonade brand Schweppes was also announced to major customers about a month ago. He justified the move with generally increased costs. Krombacher last raised prices in spring 2023.

Veltins will also increase its selling prices for both bottled and draft beer, which plays a major role in the restaurant industry, effective October 16, 2025. This was announced to major customers at the end of May, a spokesperson said. "Due to increased costs, we want to invest with the same intensity in the restaurant industry and retail," he explained. Veltins last raised prices, according to the company, a good two years ago in spring 2023.

According to NielsenIQ market researcher Marcus Strobl, major retail companies have been relatively aggressively courting beer drinkers in recent weeks with numerous price promotions. "Prices continue to be under pressure," he said. Consumers have had numerous opportunities to buy beer significantly below shelf price for weeks, more than they have in a long time.

For a long time, drinkers of major pilsner brands have been buying an average of about two-thirds of their bottled beer during promotions, such as €9.99 for a case in stores. With new price increases from major beer producers, the already large gap between standard and promotional prices in stores is likely to widen even further. "Promotional prices for pilsner brands have increased only marginally over the last ten years, whereas shelf prices have," the market researcher explained.

According to " Markt und Mittelstand ," around 8.3 billion liters of beer were sold in Germany in 2024. The largest domestic breweries:

• Radeberger
• Oettinger
• TCB Beteiligungsgesellschaft – which owns, among others, the brands Feldschlößchen, Gilde Brauerei and Frankfurter Brauhaus
• Krombacher
• Paulaner
• Bitburger
• Veltins
• Warsteiner

(with dpa)