A winter’s tale
When the going gets tough - Increased consolidation and aggressive sales promotions, rapacious bargain hunters and declining demand: Did the international brewers know what they were in for when they entered the German beer market?
It’s a funny old world. For months a rumour had gone round that the marriage of true minds between Germany’s hotelier-to-brewer Schörghuber and Heineken had hit the rocks. But come October and there were smiling faces all around when their vassals announced the acquisition of the Fürstenberg brewery - a brewery established in the 13th century and situated in the Black Forest. In 2003 Fürstenberg brewery, which was owned by the House of Fürstenberg, had sold 700,000 hl of beverages and achieved a turnover of EUR 57 million. Heineken got lucky.
Select offer and read on
6 print issues
