Sebastian Ellies has been appointed as the new Managing Director for Sales and Marketing at Bitburger Braugruppe, effective 1 June 2026. The move comes shortly after the departure announcement of Sebastian Holtz, who decided not to extend his contract and will return to Hamburg for a new leadership role (inside.beer, 26.2.2026).
The appointment was made faster than initially anticipated. Holtz’s contract had originally been set to run until October 2026, but the company moved swiftly to ensure continuity in a key leadership function. This rapid transition highlights the group’s intention to maintain stability in a challenging market environment.
Ellies, 42, currently serves as Head of Export and has been with the company since 2018. Over the past eight years, he has held several senior roles, including responsibility for sales in major international markets such as the UK and the USA. Since 2020, he has led the export business, contributing to its strategic development. Prior to joining Bitburger, he gained industry experience at major brewing companies including Veltins, Paulaner, and Heineken.
According to Dieter Heuskel, Chairman of the supervisory bodies, Ellies represents both continuity and strong industry expertise. His promotion from within underscores the company’s focus on internal talent development and long-term strategic alignment.
Ellies emphasized his commitment to strengthening the group’s brand portfolio and positioning the company successfully amid ongoing market pressures. The German beer market continues to face structural challenges, including shifting consumer preferences and declining per capita consumption.
The management board of Bitburger will continue to include Markus Spanier (Finance, IT, Procurement) and Stefan Schmitz (HR and Legal). With approximately 1,400 employees and revenues of EUR 753 million (USD 814 million) in 2025, Bitburger remains one of Germany’s leading privately owned brewing groups, with a portfolio including Bitburger, König Pilsener, Köstritzer, Licher, and other regional brands.
