German brewery Veltins is celebrating 25 years of successful exports, which now account for 7.3% of the company’s output.
Newly-redesigned Veltins half-litre cans
Veltins may not have been the first German brewery to export its beer, but Dr Volker Kuhl, managing director marketing / sales at Brauerei C & A Veltins, said: “The late entry has the essential advantage that our product today is seen to be a groomed brand personality claiming high German quality.”
Veltins now has a strong international partner network with clear goals. Dr Kuhl said: “It was not important for us to gain more and more countries, we are much more interested in creating strong relationships in carefully selected markets.”
Those markets include Spain, Italy, the Netherlands and Great Britain, with greater focus now on the
American beer market. For several years, export manager Udo Bruns and his team have been building the ‘fresh Veltins’ brand internationally.
The brewery has flourished in Britain where it has cemented sales relationships with a number of key regional brewery partners, arranged through its UK agent, Vertical Drinks. These include Robinson’s, Fuller’s, Butcombe and Purity.
These breweries market ‘fresh Veltins’, mainly on keg, but also on draught and in bottles, across their estates
and at consumer events.