Turnover of 642,6 millions of euro on the level of the preceding year
The Krombacher Group could maintain its sales on a firm level in 2009 in spite of a declining market. Considering the economic slowdown, having reached with sales of 642,6 millions of euro the level of the preceding year (=642,5 million euro), we have achieved a very positive result. Total output in the last year was 6,342 million hectolitres. With a small shortfall of 0.8 percent, the Krombacher Group almost reaches the level of the preceding year (=6,394 million hl). In view of the difficult economic market situation, the stringent and persistent strategy of the Krombacher Group centered on the brand quality proved to be guarantor of a firm and solid business policy.
Krombacher Brauerei satisfied with development of sales. Domestic output with a minus of only 0,8 per cent almost steady
The uncertainty consumers experienced due to the economic crisis also had an impact on the beer consumption in Germany. The Federal Statistical Office reported a market fall for the period of 1-11/2009 from 94,576 million hectolitres to 91,566 million hectolitres (source: Federal Statistical Office). This means a minus of 3,2%. Considering these circumstances, Krombacher has fairly well maintained its market position in 2009. After a dull first half of the year, Krombacher could move ahead considerably in the second half of the year. Turnover remained almost steady with a small minus of 0,3 %. Total output was 5,220 million hectolitres, which means a decline of 63.000 hl or 1,2%. Especially the export business and the catering sector suffered seriously by the actual economic crisis and the resulting consumer restraint. Nevertheless, Krombacher - as we have seen - came out a lot better than the market.
The beer mix drinks of the Cab brand followed the market downward trend, losing 10.000 hl, to now 156.000 hectolitres of output (against the preceding year: 166.000 hl). The other brands came up to 218.000 hl (preceding year: 225.000 hl).
Development of Export Sales
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Market Profile:
Prospects for the year 2010
As announced in the press, there was much turmoil in the brewery industry already at the beginning of the year 2010. The fundamental trends of the last years will continue also in 2010. Beer consumption will further decrease due to unfavorable demographic developments and changes in customer habits. This will hit in a special way the catering sector. The pressure on the market operators resulting from the downturn in the beer consumption will further put forward the consolidation process.
There is no alternative to the long-term value-oriented brand politics of the Krombacher Group. We shall continue to do everything in order to find the approval of the consumer for the Krombacher high quality brand through compelling propositions accompanied by the relative communication. Our persistent strategy geared to the brand is corroborated by the development of the past years, and we are leader in the beer market segments covered by our products or are growing there with fair prospects. Especially the development of the nonalcoholic segment is very promising.
For the export business we are looking forward to a consolidation of sales in 2010 despite the continuing worldwide recession. In our primary market, Italy, we expect to be able to compensate the losses of 2009 in large part. More and more customers in more and more countries are convinced of the quality of the products of the Krombacher Group. As leading German premium brand, the aim of Krombacher is to continually extend distribution and intensify collaboration with existing partners. In 2010 the Krombacher product range will be enlarged and optimized also in the export business. We therefore have an optimistic outlook to the year 2010.
Sales Figures of the Krombacher Group 2009
Output of the Krombacher Group 2009
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