As of: February 10, 2024, 7:00 a.m
By: Martin Becker
Comments
Press
Split
In Bavaria, the beer country of all places, there is a certain lull in consumption: the Bavarian Brewers Association reports a decline in sales of 2.5 percent.
(Symbolic photo) © dpa
Beer consumption in Bavaria is declining.
An alarm signal for the breweries.
Brewery director Helmut Erdmann reveals how Ayinger is reacting to the lull.
Aying
- In the beer country of Bavaria, of all places, there is a certain lull in consumption: The Bavarian Brewers Association reports a decline in sales of 2.5 percent, saying that they are only a few sips away from the “all-time low during the Corona period”.
Less thirsty for beer – what is the situation at the Ayinger brewery?
The Munich Merkur asked brewery director Helmut Erdmann (55).
How much are you feeling the decline in beer sales?
The market has not been easy for ten years.
The area of cash and carry stores – i.e. Orterer, Fristo, Edeka, Rewe – is now incredibly price-driven.
The price range for a case of beer ranges from 8.99 to 23.99 euros.
The price difference used to be two to three euros per carrier, today it is seven to eight euros.
The large breweries see their opportunity in forcing smaller breweries out of the market through this pricing policy.
That's why we need the brand-loyal beer connoisseur who is prepared to pay a little more for regional beer - i.e. 18.99 euros for a Tragerl Ayinger Helles.
Incidentally, the losses in sales in beverage markets are certainly higher than the overall average of 2.5 percent cited by the brewers' association.
How do you compensate for such losses?
About exports – we have been very successful in this area for 30 years.
Italy is our largest sales market, Bolzano is closer than Frankfurt.
But Ayinger beer is also in great demand in the USA and England.
Exports are a very important factor; they make up a third of our business - we have to react if beer consumption in this country declines.
“We need beer lovers who are loyal to the brand and are willing to pay a little more for regional beer,” says Helmut Erdmann, director of the Ayinger brewery © wjr
What is the situation in the catering industry?
The numbers there have stabilized to some extent at pre-Corona levels: people are leaving again, but are also spending less money.
You have to look at how the gastronomy sector develops; here we rely on our regional concept.
I think overall the breweries are struggling more with bottled beer prices.
My news
Ban on costumes in elementary school: That's why carnival is canceled for students in Hochbrück
Furniture store and new restaurant in the heart of Unterhachingslesen
Eviction lawsuit against city café owner: This is what happens to the restaurant in the community center read more
Two cases rejected: Majority of the Feldkirchner local council remains stubborn despite good arguments
Thrown off track by a gust of wind: Driver hits cyclists
Climate killer gas in wind turbines in the Höhenkirchner forest?read
Non-alcoholic beer is becoming increasingly popular. Will this also be available from Aying one day?
When it comes to non-alcoholic beer, the last bastions are falling – but not ours.
No, we are not willing to do that at the moment and do not have the production capacity.
Plus, non-alcoholic beer is a really difficult undertaking - it has to taste good, and that's a fine art.
We as the Ayinger brewery are not doing badly, so we are not in the position of having to brew non-alcoholic beer.