Veltins
Coordinates: 51 ° 18 ′ 20 ″ N , 8 ° 7 ′ 30 ″ E
| Brewery C. & A. VELTINS GmbH & Co. KG
|
|
|---|---|
 |
|
| legal form | Limited partnership |
| founding | 1824 |
| Seat |
Meschede - Grevenstein , Germany
|
| management |
Susanne Veltins (owner), Michael Huber ( general manager ) |
| Number of employees | 616 employees (2015) |
| sales | EUR 417 million (2011) |
| Branch | Brewery |
| Website | www.veltins.de |
The C. & A. Veltins GmbH & Co. KG brewery is a brewery founded in 1824 . The seat is in Meschede - Grevenstein in the Sauerland . The sole owner is Susanne Veltins .
history
| Beer output from the Veltins brewery in St. | ||||
|---|---|---|---|---|
| 1998 | 2,210,000 | |||
| 2006 | 2,630,000 | |||
| 2009 | 2,470,000 | |||
| 2011 | 2,690,000 | |||
| 2013 | 2,530,000 | |||
| 2015 | 2,790,000 | |||
| 2017 | 2,870,000 | |||
In 1824 the innkeeper Franz Kramer started the commercial production of beer in Grevenstein. Later he sold this to other innkeepers in the area. The inn and the brewery were taken over in 1852 by Clemens Veltins (1822–1905) from Hellefeld. During this time the beer output was around 150 hectoliters / year.
Instead of the main building in the center of the village, a new brewery was built in 1883 on the edge of the village of Grevenstein. In the following years the first steam engine and an ice machine were purchased. The sons Carl Veltins and Anton Veltins joined the company in the 1880s. In 1893 the twin brothers took over the brewery. Today's name C. & A. Veltins goes back to them. After Carl Veltins 'death in 1913, Anton Veltins' nephew joined the company, also named Carl.
In 1919 the first delivery truck was purchased. Carl Veltins Junior decided in 1926 to only produce beer according to the Pilsen brewing style from now on. Due to the war, production had to be stopped during the Second World War . The company did not start operating again until 1949. In 1953, 12,000 hectoliters were produced annually.
Up to now it has been customary to deliver beer mainly in barrels. In 1954, the first hand-operated bottle filling line was purchased. In 1957 Veltins built a new brewhouse. The bottle closure with crown cork was first used in 1964.
In the same year Rosemarie Veltins took over the brewery. In 1966 Veltins was the first company in Europe to build its own wastewater treatment plant. At the beginning of the 1970s, the construction of new operating facilities began and was completed in 1974. In 1983 Veltins produced more than 1 million hectoliters for the first time. Veltins has also been exporting abroad since 1993.
In 1994 the company was taken over by Susanne Veltins. This increases the public presence. A new logistics center was built in 1997. Since 2001, mixed beer beverages have also been produced in addition to Pils.
In April 2000 the company took over a 74.9 percent stake in Bier Schneider. In the spring of 2001, the share in the Hagen beverage wholesaler was increased to 100 percent. In 2000 the Bier-Schneider Group had a turnover of 655 million DM and around 850 employees.
In 2005, the company opened a new bottle sorting center above the actual brewery. Both parts of the company are connected by a 250 meter long covered conveyor belt. Two years later the logistics center had to be expanded.
In 2006, the year of the soccer World Cup in Germany , Veltins achieved a historic output record of 2.63 million hectoliters. The mixed beer products contributed 423,000 hectoliters to the total output.
This record was set with an output of 2.69 million hectoliters in 2011. This puts Veltins in seventh place among the largest German breweries. The draft beer business in particular increased: In the course of 2011, the brewery was able to sell 494,000 hectoliters of draft beer in the catering sector, and with an output of 490,200 hectoliters, Veltins is the market leader in the national beer mix segment.
As of December 31, 2017, the Barth-Haas-Group lists Veltins in 39th place of the 40 largest brewery groups in the world.
In January 2014 the Federal Cartel Office imposed a fine of 106.5 million euros on the Veltins Brewery and three other breweries for fixing prices for draft and bottled beers in a beer cartel from 2006 to 2008.
On January 15, 2014, the Veltins management and the Veltins works council reached an agreement with the food-gourmet-restaurants union (NGG) after a long dispute over unpaid overtime at Veltins. The Veltins works council negotiated an employment guarantee at Veltins in 1995. This employment guarantee envisaged the creation of 190 jobs and the doubling of the number of trainees. For this purpose, unpaid voluntary overtime of three hours a week from 1996 onwards was verbally agreed. These voluntary unpaid extra hours were not documented. NGG had described this agreement as illegal , but later weakened it in relation to the Westdeutsche Allgemeine Zeitung as on the verge of legality and not properly taken . At Veltins there will be a time recording model that gives all employees documentation of their three voluntary hours. The voluntary hours can be taken as free hours or paid for. Instead of the former verbal agreement, there will be an agreement based on the collective wage agreement of the Sieger / Sauerland breweries.
Business areas
In addition to the actual brewing industry, the Veltins Group also includes other companies: West German Beverage Logistics (WGL), Westphalian Gastronomy Service (WGS), West German Beverage Trade (WGH), and West German Beverage Sales Services (WGV Services). The Dursty -Getränkemärkte GmbH based in Hagen was the end of 2017 to the Radeberger Group sold. Up to this point, Dursty operated over 200 beverage stores, mainly in North Rhine-Westphalia.
Products
- Veltins V + are mixed beer beverages with advertising and presentation aimed more at the younger generation. Flavors:
- V + Cola
- V + lemon
- V + GrapeFruit
- V + Energy (with an energy drink and guarana )
- V + Curuba (with extracts of the Curuba fruit and tequila aroma; since 2006)
- V + Berry-x (since 2013)
- Veltins Fassbrause (lemon, elderberry and mango-passion fruit flavors)
- Veltins malt
- Grevensteiner in the varieties Original (naturally cloudy country beer), Natur-Radler and naturally cloudy light
Container
The products of the Veltins brewery are sold in different containers:
- Disposable: cans (0.33 and 0.5 liters), bottles (0.5 liters), cans (0.568 liters / 1 pint).
- Reusable: bottles (0.33 and 0.5 liters) and kegs (10.4 liters, 20 liters, 30 liters and 50 liters).
The reusable share of 94% is well above the industry average. All containers are subject to a deposit. The 30-liter and 50-liter drums have also been available since spring 2007.
The so-called "Steinie" bottle (0.5 or 0.33 liters), which is also known as the "Gastro-Steinie" (0.33 liters), especially for the catering trade without a label, but with a large VELTINS stamp, is popular gives. Up until the 1990s, the 0.5-liter Steinie bottle was typical for Veltins, but the green beer crates that went with it could not be stacked with other crates. The brewery switched to the 0.5 liter Euro bottle with a lot of advertising effort, which resulted in a slump in sales. Shortly afterwards, the Steinie bottle returned, now in addition to the euro bottle, but this time in boxes of 16, which were now stackable with other euro boxes.
In February 2009 the new design, which comes from the Porsche Design Group, was presented for the reusable crates. The costs for this amounted to 35.5 million euros.
Sponsorship
The brand is a sponsor of various sports. In addition to the athletics club LAC Veltins Hochsauerland , the Veltins Biathlon World Team Challenge and the Veltins Basketball Cup, the Bundesliga clubs VfL Wolfsburg and FC Schalke 04 receive financial support.
In 1997 the brewery became the main sponsor of FC Schalke 04 and was also the shirt sponsor of the club's soccer teams until the end of the 2000/01 Bundesliga season . Since July 1, 2005, Veltins has also been the name sponsor of the Veltins-Arena football stadium in Gelsenkirchen , the former AufSchalke arena . On May 4, 2014, FC Schalke 04 announced the early extension of the contract until 2019. In addition to extensive marketing rights, this grants the brewery exclusivity in the delivery of beers in the vicinity of the arena and FC Schalke 04 until 2023.
Since 2016 the brewery has sponsored the “Veltins Inline Cup” in Mellendorf , an inline hockey competition for amateur teams.
The brewery is also represented in the leisure sector. The amusement park Movie Park Germany had a Veltins saloon, in which a musical revue was performed. Although this had nothing to do with the products or direct advertising, it was referred to as the "Veltins Show". Nevertheless, only beer from this manufacturer was served on the premises.
At the end of February 2020, it became known that the Veltins brewery was stepping up its commitment to winter sports. The sponsorship of the Four Hills Tournament has been extended. Until the end of the 2021/2022 season, the Veltins brand will continue to be a partner of the winter sports event as well as numerous world cups in ski jumping, Nordic combined and cross-country skiing.
Trivia
- The commercial "Surprise" with the former manager of FC Schalke 04, Rudi Assauer , and his former partner Simone Thomalla was awarded the Golden Camera in 2006 in the category "Best commercial with celebrities".
- In 2005, Veltins imitated a commercial from competitor Krombacher , who had been promoting itself for a long time with typical music, a landscape shot and the attribute “brewed with fresh rock spring water”. The film began identically at first, but a paint roller and a house painter came into the picture who, when the camera panned to the long shot, painted over a photo wallpaper. Further parodies were developed based on the advertising spots for the beer brands Jever , König Pilsener and Warsteiner . After only being broadcast for a short time, these spots were withdrawn.
Web links
- Official website of the C. &. A. Veltins GmbH & Co. KG
- Official website of the Veltins beer mix products
Individual evidence
- ↑ a b c Veltins beer press: “A wide range of varieties is a guarantee for success in Sauerland. Veltins continues on its growth path and reaches a historic output record of 2.69 million hl ” on January 17th, 2012
- ↑ a b c d e f http://www.aktiongutesbier.de/statistik-bier-und-brauereien/
- ↑ A slight plus for Veltins-Brauerei , at www.gastrotel.de , accessed on July 27, 2018
- ↑ Tanja Bessler-Worbs, Klaus Prandler: Entdeckungen . Documents from company history collections in south-eastern Westphalia. Arnsberg 2001, p. 110
- ^ Beverage wholesalers 8/2001: "Successfully renovated. Bier-Schneider Group aims to expand " (PDF; 330 KB)
- ↑ Bild.de according to Inside-Getränkeemarkt-Magazin: “The favorite beers of the Germans!” , Undated
- ↑ 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 .
- ↑ WORLD: Warsteiner & Co .: Cartel Office imposes heavy fines on breweries . In: THE WORLD . January 13, 2014 ( welt.de [accessed April 17, 2018]).
- ↑ Jürgen Kortmann: Veltins reaches an agreement with the union in the dispute over overtime. In: derwesten.de. January 16, 2014, accessed January 17, 2014 .
- ↑ Veltins sells Dursty. Retrieved May 8, 2018 .
- ↑ VELTINS is loyal to Arena as the namesake. schalke04.de, May 4, 2014, accessed on August 3, 2014 .
- ↑ Veltins extends sponsorship: beverage news! dated February 27, 2020 , accessed on March 2, 2020