German beer brand Krombacher has enjoyed its best-ever year in the UK on-trade.
The brand, which has been imported into the UK since the mid-80s, saw its on-trade business grow by 17% in 2022.
Largely driven by new taps and draught installations across the pub, bar, restaurant and hotel sectors, Krombacher Pils keg sales alone saw a 27% increase with interest in the other styles such as the Weizen, Dark, Hell and Unflitered helping the combined keg sales grow by 24% (against 2021 figures).
Krombacher UK invested heavily in marketing during 2022 with events, advertising, bespoke on-trade support, increased digital activity, a summer BBQ campaign and the sponsorship of the Thinking Drinkers all contributing factors to the brand’s success.
Stephan Kofler, Krombacher’s Director for Sales & Marketing in the UK & Ireland, commented: “Krombacher has always had strong foundations within the UK’s vibrant On-trade but in the last few five years our growth has accelerated. The brand is respected for its taste quality, heritage, natural brewing methods and for the support we offer to licensees and operators. The on-trade is really in our blood so the performance in 2022 showcases the growing power of the brand.”
He added: “The on-trade will be under increased pressure this year so we’ll be doing all we can to help and support customers. We’re already kicking off plans for some exciting events, campaigns and promotions so that operators have all the tools to succeed in 2023.”
