The Sauerland-based brewery Veltins has acquired the rights to the malt beverage brand Karamalz from Mannheim’s private brewery Eichbaum, taking over both the brand and its production with immediate effect. The sale, confirmed on October 23, 2025, marks the end of one of Eichbaum’s most traditional revenue pillars and a significant strategic shift in Germany’s malt beverage market.
According to Inside Getränke, the deal follows the termination of a previous distribution cooperation between the two breweries just weeks earlier. With annual sales of around 170,000 hectoliters, Karamalz will now be produced in Meschede-Grevenstein, where Veltins expects to strengthen its presence in the non-alcoholic beverage segment. “We are convinced that this clearly defined market segment still holds growth potential,” stated Veltins’ managing director Dr. Volker Kuhl.
The transaction continues a long-standing friendship between Andreas Hiby-Durst, owner of Eichbaum, and Susanne Veltins, managing partner of Veltins. Although neither party disclosed the purchase price, industry observers consider the acquisition a logical step after starting a cooperation for nationwide sales of the malt beverage in March 2024 (inside.beer, 25.1.2024). The malt drink Karamalz, founded in 1955 by Frankfurt’s Henninger Brewery and acquired by Eichbaum in the early 2000s, will thus return to a major national brewer after more than two decades under Mannheim management.
For Eichbaum, the loss of Karamalz raises concerns about production volumes and employment in Mannheim. The local works council called for investment to maintain full capacity, while Mannheim’s economic mayor Thorsten Riehle (SPD) expressed his concern about potential job cuts. Eichbaum has not yet commented publicly on the sale.
With Karamalz, Veltins moves into direct competition with Vitamalz, the long-time market leader now owned by Krombacher (inside.beer, 28.9.2016). Together, both brands account for about half of Germany’s malt drink market, with Karamalz particularly strong in southern Germany and Vitamalz in the north. Analysts believe the acquisition will allow Veltins to expand its non-alcoholic beverage portfolio and increase competitiveness within the growing malt-based drink category.
