Overview

• Coca-Cola topped prospectus promotions with 1,823 offers in the first half of 2025, followed by Krombacher on 641.
• Beer led all product categories with 12,353 special offers, outpacing water and meat products in discount campaigns.
• Leading breweries such as Krombacher and Veltins have announced October price hikes to offset higher energy and raw material expenses.
• The German Brewers Association has condemned major retail chains for a 'ruinous price war' that undermines beer’s value.
• NIQ data shows consumers purchase about two-thirds of major pilsner brands exclusively during promotional offers, cementing discount dependency.