Helmut Hörz, CEO and CFO of Warsteiner’s parent company, Haus Cramer Group, has stepped down with immediate effect due to "differences in collaboration," according to an official statement. Hörz, who had led the company since July 2021, departs as the brewery faces significant challenges in its restructuring efforts.
Leadership Reshuffle
Hörz’s responsibilities will be divided among other executives. Raphael Rauer, who joined from Paulaner in June 2024, will take over finance and administration, while Jens Hoffmann will manage IT, HR, communications, and legal affairs. Rauer will also act as spokesperson for the management team until further notice.
The announcement came just days after a routine company meeting in Warstein attended by Hörz, Rauer, Hoffmann, and owner Catharina Cramer. Employees described the announcement as unexpected, and it lacked the usual acknowledgments of Hörz’s contributions
Warsteiner’s Struggle
Warsteiner, once Germany’s largest beer brand in the 1990s, has faced years of declining sales and profitability. Production has halved from six million hectoliters to approximately three million. Industry insiders estimate the company’s revenue has dropped to around EUR million, compared to EUR million in 2013.
Hörz, the company launched a strategic overhaul in February 2023, rebranding as the Haus Cramer Group to reflect diversification beyond beer. Despite some successes, including a 9.2% increase in sales in 2022 and a further 2.1% in 2023, critics argue these gains came at a high cost. While competitors raised prices twice during this period, Warsteiner only implemented one price increase, impacting profit margins
Legacy of Initiatives
Hörz’s tenure was marked by ambitious restructuring and diversification. He introduced a six-pillar strategy, which included expanding the company’s beer portfolio, launching a logistics subsidiary (Boxx Intermodal Logistics), and acquiring stakes in startups like the Irish Rye River Brewing Company (inside.beer, 27.11.2022) and the flavored water brand Hye.
Notable product launches included the Oberbräu Hell beer, introduced in 2022, and a cola-orange mix under the Paderborner brand in 2024. However, these efforts often lagged behind market trends, with competitors like Veltins already establishing strong footholds in these categories
A Tough Role
örz is the fourth CEO to depart under owner Catharina Cramer since she took the reins in 2012. Before Hörz (inside.beer, 23.6.2021), the role was held by former Red Bull and Capri-Sun manager Martin Hötzel (2014 to late 2018), former Roland Berger partner and GfK board member Alessandra Cama (2017 to 2019 / inside.beer, 29.10.2018), and Roland Berger consultant Christian Gieselmann (2018 to 2021 / inside.beer, 4.11.2022)
Observers note that Warsteiner’s top leadership position has proven difficult to maintain. A former executive commented, “Hörz came in with a different leadership style and likely underestimated the scale of Warsteiner’s issues.”
Warsteiner continues to face pressure from declining beer consumption in Germany, rising production costs, and intensified competition. Despite ongoing restructuring and investments in production facilities, the brewery’s future remains uncertain.
Looking Ahead
With Hörz’s departure, the Haus Cramer Group is expected to continue its ongoing initiatives, including a EUR 200 million investment program over the next two years. The company recently completed major projects, such as a new packaging center at the Paderborner Brewery (inside.beer, 9.8.2023) and a new filling line at Herforder Brewery (inside.beer, 14.5.2023).
Warsteiner has indicated that its restructuring and investment strategies will move forward under the current leadership team. However, as one former executive remarked, “80% of Hörz’s measures were right, but the sheer number of issues at Warsteiner may have been overwhelming.”
