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Hasseröder

Hasseröder

Company: Anheuser Busch InBev SA

Brand value: US$792

Headquarter city: Leuven, Belgium

Category: Beer

Year formed: 1872

 

The Hasseröder brewery was founded in 1872 in the Wernigeroder district Hasserode by Robert Hoppe, and its Premium Pils is well known across Germany. The brand tends to appeal more to drinkers in the east than the west of the country; it is less expensive than many of its competitors and has a strong following among men. Its communications build on this reputation, and since 2011, the brand’s tagline in communications has been “Männer wissen warum” (Men know why). The brand sponsors the Hannover 96 football club, and Eisbären Berlin. The world’s largest brewer, AB InBev, currently owns the Hasseroder brand, though in 2017 was reported to be in talks to sell it. AB InBev is majority-owned by the Vandamme, De Mévius and de Spoelbergh families, from Belgium, with other major stakeholders including the private investment company 3G Capital. Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ABI) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD).