Krombacher

Company: Krombacher Brauerei Bernhard Schadeberg GmbH & Co. KG

Brand value: US$976 million

Change since 2018: 6%

Headquarter city: Kreuztal-Krombach, Germany

Category: Beer

Year formed: 1803

Krombacher is a premium beer brand that stands out in a crowded market for its close connections with environmental protection, animal welfare and nature conservation more generally. This image is reinforced through the Krombacher conservation project “Artenschutzprojekt”, to which the brand donates around €500,000 a year. The concept of a “Krombacher Island” has been used as a brand cue for years, together with the song “Stars will lead the way” by Simple Minds. As many German consumers look for alternatives to alcoholic drinks, Krombacher has been launching a range of alcohol-free beers and fruity alternatives to soft drinks. Following the 2017 launch of Krombacher Fassbrause in cola and orange flavors, the brand in 2018 launched Krombacher Landbier and Krombacher 0 percent Radler. Advertising has the theme “incomparable nature” and underlines the brand’s long-standing tagline “eine Perle der Natur”, or “a pearl of nature”.