Brands Often Featured in Sale Events - Brands Frequently Found in Promotional Deals
In the bustling world of German retail, a price war between the four major retail conglomerates has drawn criticism from the German Brewers' Association. The association's CEO, Holger Eichele, has expressed concern over the "ruinous price war" and questioned whether these retailers are giving beer the recognition it deserves [1].
Beer, it seems, is a popular choice for special offers. In the first half of 2025, it was the most frequently advertised product group in the food retail sector, with a staggering 12,353 special offers [2]. Coca-Cola, known for its soft drinks, topped the list as the brand with the most special offers in 2024, according to Marktguru [4]. However, when it comes to beer, Krombacher, a well-known German beer brand, emerged as a prominent player.
While Coca-Cola has increased prices several times in recent years [4], the gap between the standard and promotional price in retail is likely to widen further with new price increases [5]. On the other hand, Krombacher and Veltins, another popular beer brand, have recently announced price increases [6].
Despite the criticism, Coca-Cola remains a force to be reckoned with in retail promotions. Coca-Cola was advertised the most in printed brochures in Germany from January 2024 to the end of June 2025, appearing 1,823 times [7]. However, when it comes to beer promotions, Krombacher seems to be the star.
German grocery stores and discounters often run special offers on beers to attract consumers, and Krombacher is a key player in these promotions [3]. In contrast, Coca-Cola's promotions would generally target non-alcoholic beverage sales.
In the beer category, Krombacher likely features more prominently in special promotions within German retail because it is a major local beer brand competing in a highly promoted category. Coca-Cola, while occasionally offering special deals on beverages, is less linked specifically with beer promotions given it is a soft drink brand.
In summary, the most frequently advertised food products in German retail include snacks, sandwiches, salads, and drinks, especially via discounters [3]. Krombacher stands out as a commonly promoted beer brand, likely with more special offers in the beer category compared to Coca-Cola, which is more prominent in soft drink promotions [3].
References:
- The German Brewers' Association Criticizes the "Ruinous Price War of the Four Major Retail Conglomerates"
- Beer Was the Most Frequently Advertised Product Group in the Food Retail Sector in the First Half of 2025
- German Retail: Snacks, Sandwiches, Salads, and Drinks Are Among the Most Frequently Purchased and Advertised Products
- Coca-Cola Was the Brand with the Most Special Offers in 2024, According to Marktguru
- The Gap Between the Standard and Promotional Price in Retail is Likely to Increase Further with New Price Increases
- Krombacher and Veltins Have Recently Announced Price Increases
- Coca-Cola was Advertised the Most in Printed Brochures in Germany from January 2024 to the End of June 2025
Community policies may need to be addressed regarding the frequent promotions of food products, especially beer, in German retail. Vocational training programs could be established to help retail workers better understand industry trends and their impact on finance, such as the increase in price war competition between retail conglomerates and the potential effects on local businesses in the food-and-drink sector. For instance, vocational training could focus on understanding consumer preferences for lifestyle choices like the popularity of Krombacher beer in promotions, potentially leading to improved strategies for retailers. Such training could also educate employees on theimplications of retail promotions on brands' market positions, like Coca-Cola's dominance in soft drink promotions compared to Krombacher's prominence in beer promotions within German retail.
