Company: Krombacher Brauerei Bernhard Schadeberg GmbH & Co. KG
Brand value: US$919 million
Headquarter city: Kreuztal-Krombach
Year formed: 1803
Krombacher is a premium beer brand that has become the number two best-selling beer in the country. It stands out in a busy beer market for its strong association with nature, environmental conservation and animal welfare. The concept of a beautiful “Krombacher Island” has been part of brand communications for many years, alongside the Simple Minds song “Stars will lead the way”, which is now strongly linked to Krombacher. In 2017, the business donated €500,000 to a conservation project called Artenschutzprojekt, which encourages Germans to enjoy their natural surroundings, and protect endangered habitats for animal species under threat. In 2017, the brand launched a new variety of fassbrause, a kind of fruity beer that has long been a speciality of Berlin and a segment in which Krombacher already leads the market. The new Krombacher Fassbrause Cola & Orange represents a real alternative to soft drinks. Also new in 2017 were alcohol-free Pils and Weizen varieties which contain zero alcohol; usually “no alcohol” beers contain up to 0.5 percent alcohol. The brand’s current advertising campaign is called “Incomparable nature”, and reflects the tagline “Eine Perle der Nature”, or “A pearl of nature”. Joey Kelly, a member of the German musical family band The Kelly Family, features in advertising for Krombacher . Krombacher is privately owned.