Germany1
Population: 81.54 million2
Per capita beer consumption: 107.7 liters3
Major languages: German
Anheuser-Busch InBev in Germany
Key Facts & Figures*
Trading Name
Anheuser-Busch InBev Deutschland
Volume of Product
Sold in 2013
8.1 million hectoliters
Market Position
#2
Market Share
8.8%
Beverage Plants
5- Bremen, Issum, Hannover, Wernigerode, Munich
Number of Employees
2800
Brands
Multi-Country Brands
Beck’s, Hoegaarden, Leffe
Local Brands
Franziskaner, Hasseröder, Löwenbräu, Spaten, Gilde,
Diebels, Haake-Beck
Recent Innovations
Beck’s Cool Pack
Brand Exports Around the World
Beck’s is the number one German beer in the world,
available in more than 80 countries.
Brief History of Anheuser-Busch InBev in Germany
Anheuser-Busch InBev first entered Germany in 2001 with the acquisition of the Diebels Brewery,
followed by Beck & Co in 2002. In 2003, Anheuser-Busch InBev acquired the Gilde and Hasseröder
breweries. In 2004, Anheuser-Busch InBev acquired the Spaten-Franziskaner-Löwenbräu Brewery.
1
Volume includes Switzerland & Austria; Market Position is based on off-trade data
Plato Logic
3
Plato Logic
2
*Source: Anheuser-Busch InBev 2013 data
Updated: May 2014
Market Consumption & Population Trends4
Trends
Per Capita Consumption
Population Growth
2000
128.1 liters
82.3 million
2005
118.1 liters
82.4 million
2013
107.7 liters
81.54 million
Corporate Citizenship
Better World Initiatives
Promoting Responsible Drinking:
Beer is enjoyed responsibly by the vast majority of consumers, but we recognize that alcohol misuse
may cause harm. That’s why at AB InBev Germany, we have long acknowledged the seriousness of
abusive drinking and devoted considerable resources to promoting responsible drinking and
discouraging abuse. In 2013, we moved forward with our Don’t Drink & Drive campaign “Geklärt,
wer fährt!” gaining support from and partnering with political patrons, our industry, and the media.
We also had support from 100 ambassadors who encouraged young drivers to commit to a 0.0%
drink-driving-limit. In 2014, we launched a new, mobile-optimized website to reach young drivers.
In the first eight weeks of the campaign, 1 Million people visited the page www.geklärtwerfährt.de
and more than 3000 young novice drivers sent in their application to become an ambassador for
“Geklärt, wer fährt!”.
Enviroment:
AB InBev announced its progress toward achieving a set of aggressive three-year global
environmental goals as part of its Better World commitment. Core among these goals is a leadingedge water-usage target for AB InBev’s plants of 3.2 hectoliters of water for each hectoliter of
production by the end of 2017. The Wernigerode brewery in Germany, which is extremely resourceefficient, has already reached an annual water use of 3.0 hectoliters of water per hectoliter of
production.
Community:
AB InBev Germany ecourages employees to take part in social projects for a good cause. Nearly 100
employees participated in various projects.
Management
Zone President
Germany is a part of Anheuser-Busch InBev’s Europe Zone, led by Zone President,
Stuart MacFarlane
Country Manager
Till Hedrich is the BU President
For further information, please contact
Oliver Bartelt – Manager Communications
[email protected]
4
Plato Logic
Updated: May 2014
www.ab-inbev.de
www.becks.de
Updated: May 2014