AB InBev wants to sell two German beer brands

AB InBev wants to sell two German beer brands

AB InBev is looking for a buyer for its German beer brands Hasseröder and Diebels. The Belgian beer giant hopes to attract about 200 million euro for both brands.

Early stage

The two beer brands need to be sold as part of its acquisition of competitor SABMiller, after SABMiller already sold several of its European brands, including Grolsch, as well.


People at AB InBev confirmed that the future of both brands is currently under consideration and that it is talking to possible buyers. “But we are still in the early stages”, a spokesperson said. It expects to receive the first offers before the summer break.


Both brands are only for sale in Germany and have a joint 140 million euro turnover. They have high profit margins, making them both interesting acquisition targets. Analysts forecast that both brands will definitely generate at least 200 million euro. Breweries with a strong German presence will most likely make a move, including Bitburger and Radeberger.