AB InBev has sold German beer brands Diebels and Hasseröder, alongside its breweries, to investment fund CKCF. The new owner wants to invest more in the two beer brands.
Sluggish beer sales
CKCF said the two brands were “somewhat dusted”, but it wants to change that in the future. It will advertise Diebels and Hasseröder more and will also invest in the two breweries, De Tijd writes.
AB InBev sold the two beers, because it wants to prioritize its main brands in Germany. Beck’s, Franziskaner and Corona will have to lead the charge in Germany, where beer sales are slipping. During the first nine months of the year, beer sales dropped 3.1 % to 72 million hectoliters, something Hasseröder also noticed as its own sales dropped from 2.4 million hectoliters in 2012 to 2.1 million hectoliters in 2016.