Wernigerode to produce Corona beer in the future.
AB InBev, the world's biggest brewing company, intends to expand its Corona Extra beer brand by brewing it in Germany. The beer, originating from Mexico, will now be produced at the Hasseröder brewery, which AB InBev has invested in.
As part of its growth strategy, AB InBev has initiated the brewing of Corona Extra in Wernigerode (Saxony-Anhalt), Germany. The spokesperson for the company acknowledged that "Corona Extra" is already being brewed in Wernigerode, a district of the city. However, it's not known when or how much of the beer will be released. The company's intention is not only to cater to the German market but also to produce for the neighboring export markets.
With the Hasseröder brewery, AB InBev now has one of the most efficient breweries in its European network. The company also owns other beer brands in Germany like Hasseröder, Diebels, Beck's, and Franziskaner.
Success amidst declining sales
Despite a decrease in the amount of beer AB InBev sold in the first quarter, profits have risen by 15.2% to $1.51 billion (€1.4 billion). Although they sold less beer, the company has managed to increase its revenue by raising prices and selling more non-beer beverages.
The total sales dropped by 0.6%, with beer sales falling by 1.3%. The decrease in beer sales can be attributed to Bud Light, as the brand was involved in a cultural conflict in the United States over a controversial advertisement involving a transgender influencer. This led to calls for a boycott, affecting the sales figures for the beer.
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In alignment with its expansion plans, AB InBev has chosen Saxony-Anhalt's Wernigerode as a location to brew Corona Extra beer in Germany, adding to the existing brands like Hasseröder, Diebels, Beck's, and Franziskaner it brews in the country.
Despite a decrease in beer sales, AB InBev has managed to boost its profits by 15.2%, showcasing its resilience and strategic adjustments in pricing and diversifying its product offerings beyond beer.
