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Bitburger Braugruppe has sold Wernesgrüner Brewery to Carlsberg Germany. As of January 1, 2021 Carlsberg, will take over the location in the Vogtland region of Saxony including the Wernesgrüner brand. The decision for the sale is part of the strategic reorientation of the Bitburger Braugruppe and the resulting focus on the black beer brewery and the logistics location Bad Köstritz with the Köstritzer brand in Eastern Germany.

“We are pleased that we have found a partner in Carlsberg Germany who not only wants to take over the location in Wernesgrün, but also wants to expand its capacities in the long term and sustainably”, so Axel Dahm, Spokesman for the Bitburger Braugruppe.

During the sales negotiations, it was crucial for the family owned Bitburger Braugruppe that Carlsberg Germany, as the future owner of the brewery, showed a long-term development perspective for the location.

“After the extensive investment in the new building of the Holstein brewery in Hamburg, we are now adding Wernesgrüner, one of the most traditional German beer brands, to our portfolio as a consistent continuation of our growth strategy. We are thus expanding our leading position in the core regions of northern and eastern Germany and creating a home for all core brands with the three brewery locations in Hamburg, Lübz and Wernesgrün,” explains Sebastian Holtz, CEO Carlsberg Germany.

The IMAP team around Karl Fesenmeyer, Catharina Peters and Ulrich Keesen supported the Bitburger Braugruppe during the due diligence process. “We congratulate Bitburger on the successful transaction with Carlsberg and are delighted that we were able to support the Bitburger Braugruppe in the due diligence process and thereby relieve the Bitburger team”, comments Karl Fesenmeyer, Managing Director of IMAP M&A Consultants AG.

After the sale of the Pfungstädter brewery this is already the second successful transaction in the beer industry for IMAP Germany in 2020.

The sale is subject to the approval of the German Federal Cartel Office.