Oettinger brewery
| Oettinger Brewery GmbH | |
|---|---|
| legal form | GmbH |
| founding | 1731 |
| Seat | Oettingen in Bavaria , Germany |
| management | Pia Kollmar Peter Böck Andreas Boettger |
| Number of employees | 1,028 (2017) |
| sales | EUR 313.1 million (2017) |
| Branch | brewery |
| Website | www.oettinger-bier.de |
The Oettinger Brauerei GmbH is a brewery group with four locations in Germany. In addition to the headquarters in the small Swabian town of Oettingen in Bavaria , beer is also brewed in Gotha , Mönchengladbach and Braunschweig . In 2016, a total of around 1150 people were employed. With beer sales of 5.79 million hectoliters (2013), Oettinger is one of the largest German brewery groups. The family business produces its own brand Oettinger as well as private labels for supermarkets.
history
The brewery founded by the noble family von Oettingen in the town of the same name was first mentioned in 1333. The Princely Brewery in Oettingen was taken over in 1956 by the Kollmar family, who had been running the Forstquell brewery in Fürnheim , first mentioned in 1731, since 1949 . Under the management of Günther Kollmar (* 1937; † 2013), the company was transformed into Oettinger Brauerei GmbH . After Günther Kollmar's death, his son Dirk Kollmar briefly managed the company before he died in 2014.
The brewery initially supplied to grocery markets and specialized in brewing low-priced beers. From the beginning of the 1990s, radical modernization was implemented to increase productivity . On the initiative of Günther Kollmar, the company began supplying the retail trade directly without the involvement of wholesalers . In addition, there is no cooperation with the catering industry (e.g. lease agreements ); the decreasing supermarkets, beverage markets and petrol stations are supplied by direct sales.
Since 2008, Oettinger beer has been brewed in Mytishchi / Russia ( Moskowskaja Piwowarennaja Kompanija Brewery / Московская Пивоваренная Компания ) and since 2011 also in other breweries in Eastern Europe and Southeastern Europe under license.
On August 1, 2009, Oettinger took over the largest brewery in Lower Saxony, the Feldschlößchen Brewery in Braunschweig, from the Carlsberg Group , and continues to operate it under the name Braunschweig Brewery . The northeast German locations Pritzwalk , Dessow (both 2009) and Schwerin (2011) were closed in a timely manner .
Market position
Oettinger's market share in Germany is just under 7%. The annual production in 2011 was around 6.21 million hectoliters , plus 1.6 million hectoliters of private label products and 1 million hectoliters of non-alcoholic beverages (Glorietta) . From 2004 to 2013, Oettinger was the best-selling beer in Germany. In 2014, Oettinger was ousted from first place by Krombacher.
As of December 31, 2017, the Barth-Haas-Group listed Oettinger in 24th place of the 40 largest brewery groups in the world.
| Beer sales of the Oettinger brewery in St. | ||||
|---|---|---|---|---|
| 1998 | 2,380,000 | |||
| 2006 | 6,650,000 | |||
| 2009 | 6,590,000 | |||
| 2011 | 6,210,000 | |||
| 2013 | 5,790,000 | |||
| 2014 | 5,620,000 | |||
| 2015 | 5,390,000 | |||
| 2016 | 5,220,000 | |||
| 2017 | 4,940,000 | |||
Sales policy
The company is not a member of the industry association and is also considered an “outsider”, as it offers very low end-consumer prices by largely dispensing with marketing and public relations as well as direct sales without intermediaries. Der Spiegel wrote in 2005:
“The beer, still unknown to many, has now passed all the noble Pilseners who conquered the market in the nineties with enormous advertising expenditure. Now [...] Oettinger has secretly become number one, the best-selling beer in Germany. The company completely dispenses with advertising. "
In an interview with Spiegel TV , senior boss Günther Kollmar said:
“The term cheap beer is actually a disqualification. But it is only the attempt. Everything that is market-adjusted and marketed well in Germany is suddenly cheap. [...] Just, everyone drinks it. The success speaks for itself!"
quality
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In 2003, the Münster University of Applied Sciences examined around 60 common beer brands for fusel oils ; At that time, the highest fusel oil value by far of all Pilseners tested was measured in the Oettinger (121.48 mg / liter).
In 2009 the magazine Öko-Test examined 46 German beers; Like almost all of the beers tested, Oettinger rated them “very good”.
Since 2013, Oettinger has guaranteed to manufacture products "without genetic engineering ". Oettinger was the first German brewery to meet the requirements of the seal of quality of the same name and document this on the labels.
Products
The group offers a wide range of beers and lemonades, most of which are in the low-price range. Most brands are sold nationwide. Some specialty beers are increasingly being marketed locally in line with regional traditions. In 2013 the total output was 5.78 million hectoliters. It was omitted
- 1,831,000 hl on Oettinger Pils
- 1,624,000 hl on Oettinger Export
- 634,000 hl on wheat
- 764,000 hl on beer mix
- 931,000 hl on the other Oettinger varieties
Compared to 2012, this means a decrease of 112,000 hectoliters (= −1.9%)
In Italy the “super forte” is marketed with almost nine percent alcohol content.
Oettinger beers
All types (except for gold and the mixed wheat beer beverages) are sold in brown 0.5-liter glass bottles with crown caps, some types also in 0.33-liter bottles and in beverage cans or barrels (20, 30 and 50 liters)
- Vollbier Hell, alcohol content: 4.7% vol.
- Pilsner, alcohol content: 4.7% vol.
- Export, alcohol content: 5.4% vol.
- Urtyp, a Märzen with an original wort of 13.3 ° P, alcohol content: 5.6% vol.
- Light , a 40% energy-reduced bottom-fermented beer, alcohol content: 2.8% vol.
- Yeast wheat beer, a light, naturally cloudy yeast beer with 12 ° P original wort, alcohol content: 4.9% vol.
- Dark white yeast beer, naturally cloudy with a dark color, original wort: 12 ° P, alcohol content: 4.9% vol.
- Crystal wheat, has an increased carbon dioxide content
- Light whites, wheat beer with 40% less calorific value and 40% less alcohol
- Alcohol-free, bottom-fermented beer with less than 0.5% alcohol content
- Old, bittersweet special beer made from dark malt, alcohol content: 4.9% vol.
- Black beer, very dark, aromatic beer, alcohol content: 4.9% vol.
- Winter beer, only available during the winter months, alcohol content: 5.6% vol.
- Gold, alcohol content: 4.9% vol.
- Bock beer, alcohol content: 6.7% vol.
- Alcohol-free wheat beer, alcohol content below 0.5% vol.
- Kellerbier, a naturally cloudy and unfiltered beer, alcohol content: 5.6% vol.
Soft drinks
- Malt, an alcohol-free malt drink that is brewed at the Gotha and Oettingen locations
Oettinger offers non-alcoholic refreshments under the Glorietta brand . The following flavors are available: Lemon, Orange, Cola, Cola Mix, Apple-Spritzer, Iso-Sport, ACE, and Mate -Cola.
At times, table water was also offered under the name Glorietta Aquamarin , but this was not profitable. The elderberry, lychee and mate classic varieties have also been discontinued.
Sponsorship
Until the end of 2017, the brewery was a sponsor of the Oettinger Rockets basketball team , which was promoted to the ProA in 2012 and to the basketball league in 2017 .
Web links
Individual evidence
- ↑ Oettinger Brauerei GmbH: Imprint
- ↑ a b Oettinger Brauerei GmbH: Annual financial statements for the financial year from January 1, 2017 to December 31, 2017
- ↑ Daniel Aschoff: The savings fox with the cheap beer. Evening newspaper , March 27, 2009, accessed March 29, 2013 .
- ^ Brand overview: Oettinger Brauerei GmbH ( Memento from August 19, 2014 in the Internet Archive )
- ↑ Who belongs to whom?
- ↑ Oettinger company history on the website
- ↑ Forstquell story on the website
- ↑ Brochure Original Oettinger - A Success Story , March 2009
- ↑ Wolters is brewing for Feldschlösschen , November 5, 2009
- ↑ a b c d e f g h i Campaign Gutes Bier - Statistics beer and breweries. In: aktiongutesbier.de. Retrieved May 11, 2016 .
- ↑ The Barth Report: The 40 largest brewery groups in the world as of December 31, 2017. (pdf) Joh.Barth & Sohn GmbH & Co KG., July 2018, p. 9 , accessed on July 27, 2018 .
- ↑ http://www.tagesspiegel.de/weltspiegel/bayern-beim-bierabsatz-vor-westfalen-die-elf-beliebenesten-biere-im-fussballjahr-2014/11304512.html
- ↑ a b Oettinger beer without genetic engineering. Spiegel Online , March 11, 2013, accessed June 25, 2018 .
- ↑ Andreas Kleinschmidt: Beer for Hartz 4 . In: Der Spiegel , March 26, 2005. Retrieved December 25, 2009.
- ^ Petra Markgraf: Hops and malt lost . In: Men's Health . June 26, 2003 ( menshealth.de [accessed March 29, 2013]).
- ↑ Öko-Test, August 2009 edition
- ↑ INSIDE brand hit list 2013. (PDF; 66 kB) (No longer available online.) Inside beverages , archived from the original on April 2, 2015 ; accessed on March 20, 2015 (top 10 beer brands).
- ^ Trademark register: Glorietta