Werner Brombach, the long-time owner of Erdinger Weißbräu, passed away on August 8 at the age of 86 after a short, severe illness. The graduate brewmaster and business economist shaped the Bavarian company for more than six decades, transforming a regional brewery into the world's leading wheat beer producer.
Brombach joined the brewery of his father, Franz Brombach, in 1965, when annual production stood at just 40,000 hl. After his father's death in 1975, he assumed sole responsibility for the business. By 1977, output had already risen to 225,000 hl, and in 1990 Erdinger crossed the one-million-hl mark for the first time. Annual production later reached around 1.5 million hl.
One of Brombach's key achievements was taking Bavarian wheat beer beyond its traditional home market. He was among the first brewers to systematically market Weißbier outside Bavaria, initially expanding into other parts of Germany before pushing the brand internationally. Today, Erdinger beers are exported to more than 100 countries worldwide. With his distinctive oversized glasses, Brombach himself became one of the most recognizable figures in the German brewing industry and a personal figurehead for the company.
Another strategic milestone followed in 2001 with the repositioning of Erdinger Alkoholfrei as an isotonic thirst quencher for athletes. The combination of non-alcoholic wheat beer and endurance sports proved highly successful: according to the brewery, Erdinger Alkoholfrei became the number one brand in the German non-alcoholic beer market just five years later. The strategy helped pioneer the positioning of alcohol-free beer as a sports and lifestyle beverage rather than merely an alternative for drivers or abstainers.
Sport subsequently became an integral part of Erdinger's marketing strategy. Athletes including Magdalena Neuner, Patrick Lange and numerous other leading biathletes and triathletes became closely associated with Erdinger Alkoholfrei and its sports activities. At the same time, prominent figures such as Franz Beckenbauer, Jürgen Klopp and, more recently, Thomas Müller served as ambassadors for the wider Erdinger brand.
While best known for wheat beer, Brombach also secured a foothold in the bottom-fermented segment. In 1991, he acquired the local Fischer's Stiftungsbräu to preserve Erding's centuries-old tradition of brewing pale lager. Building on this heritage, the brewery rolled out Erdinger Brauhaus Helles nationwide in 2022, allowing the company to participate in the growing demand for Bavarian-style Helles beers (inside.getraenke, 4.11.2021).
In recent years, Brombach spent increasing amounts of time at his second home in Hawaii, leaving much of the day-to-day management to his executive team. Members of the management team occasionally traveled to the island for board meetings. As part of his succession planning, Brombach formally stepped down as managing director in 2023, with Dr. Stefan Kreisz taking over as chairman of the management board. Nevertheless, the "Grand Seigneur" of the German brewing industry remained closely involved in major strategic decisions and kept a firm grip on the business almost until the very end.
Despite the brewery's international success, Brombach consistently adhered to a strict one-location policy. Every Erdinger beer continues to be brewed in Erding, and the company does not grant brewing licenses or outsource production abroad.
Brombach took the final major step in securing the company's long-term independence in 2025. Effective May 20, he transferred all his shares in the brewery to the newly established Werner-Brombach-Familien-Stiftung, which became the company's sole shareholder. Brombach remained the foundation's sole executive director until his death (inside.beer, 2025-06-05).
Walter Berizzi, deputy chairman of the foundation's board, paid tribute to Brombach's entrepreneurial vision, local roots and dedication to his employees. Brombach is survived by his daughter Claudia Brombach (46) and his son-in-law Alexander Brombach (45).
