ABInBev’s sale of its German holdings in the breweries Hasseröder and Diebels has failed. Only one serious investor was left over to buy the two German breweries which account together for more than two million hectoliters. However, the offered sales price was so low that the world's largest brewer finally decided “to take Hasseröder and Diebels off the rummage table and to stop completely the selling procedure,” as already speculated by inside.beer on Saturday (inside.beer, 16.3.2019).
The two brands and breweries now remain part of the German business unit. Florian Weins, AB Inbev's recently installed head of Germany, puts the decision in nice words: "Our strategy for Germany has developed further. Therefore, Hasseröder and Diebels will play a newly defined role in our portfolio in the future. "