The Bitburger brewing group anticipates that the North American soccer World Cup will provide a significant boost in special sales, increased market share, and particularly enhancing brand presence. Bitburger has officially resumed its partnership with the national team after a period of absence.
The collaboration was previously ended in late 2018 after 25 years with the German Football Association (DFB). Stefan Schmitz, the group’s CEO, told the Handelsblatt that the company felt dissatisfied with the sport and economic direction of the DFB at that time. However, he noted that the current atmosphere within the national team and the DFB possesses a different spirit-one that is more understated and down-to-earth.
Schmitz detailed the difficult economic climate for German brewers in 2025, stating that the industry lost nearly six percent in volume. Bitburger, he added, was only “a slight step worse” than the sector overall. Ongoing crises have led consumers to reduce their beer consumption, coupled with the perception that younger generations are healthier and drink less alcohol. Furthermore, fewer Germans are going out for social occasions. According to the CEO, “And when they do go out, the glass is smaller because many are skipping the third beer. This affects us particularly”.
Despite the challenging overall market, the business for non-alcoholic beer is developing positively. Bitburger is the market leader in zero-alcohol beers. Schmitz confirmed that the company is growing both in sales and revenue at double-digit rates. Reflecting this trend, the brewery is now planning a strategic pivot: they aim to elevate non-alcoholic offerings beyond the standard beer aisle. The goal is to position these beverages as genuine refreshment alternatives that are healthier than apple spritzes or light soft drinks.
