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Darmstadt private brewery tops the industry – Clear commitment to the region – German Beer Day is celebrated on April 23rd
Darmstadt, April 22, 2025. In the fiercely competitive beer market, the Darmstadt-based private brewery, with its Braustüb'l brand, continues its successful trajectory. Having already achieved 5% growth in 2023, the brewery on Goebelstrasse saw a further 3% increase last year, outperforming the overall market by 7%. The fact that Germans are drinking less beer – the German Brewers' Association reports a 2% decline for 2024 – apparently hasn't caused any problems in Darmstadt. Elsewhere, however, it has. Across Hesse, five out of 76 breweries closed last year; in previous years, the Pfungstädter Brewery in neighboring Pfungstadt and the traditional Frankfurt brand Binding were among those affected.
The reasons for the Darmstadt-based private brewery's market success are manifold. A keen sense for market trends is one of them, as are innovative strength, a willingness to invest (€6.5 million since 2019), and a clear commitment to the region. Advantages such as short decision-making processes, close customer relationships, and a strong ethical commitment, which characterize the family business, also contribute to its success. The company, founded in 1847, is managed by brothers Christoph (40) and Wolfgang (38) Koehler – since their father, Wolfgang Koehler Senior, handed over the reins in 2020 – representing the sixth generation.
Last year, the Darmstadt brewers demonstrated their innovative spirit by deciding to offer their Pilsner and Helles beers not only in bottles, but also, for the first time, in cans. Was this a departure from tradition? Such concerns had to be overcome because the market demanded it. Germans are increasingly opting for cans instead of bottles when buying beverages. For soft drinks alone, the share of canned goods has risen by 47% in the last five years (NIQ market research). The advantages of cans are clear: easy handling, lightweight, and convenient disposal. Furthermore, bringing bottles to large events is increasingly prohibited. The Darmstadt brewers were well aware that "those who don't participate will lose out." And demand was quick to follow. More than half a million (506,000) half-liter cans of Pilsner and Helles were sold in the first year alone. And the trend is upward.
German beer tastes clearly show a preference for Helles. Sales of this light, mildly drinkable thirst quencher have tripled in the Goebelstraße brewery over the past ten years. In contrast, the importance of the classic Pilsner is declining. While this bitter variety accounted for 70% of the brewery's total output in 2013, that figure had dropped to just 53% by 2024.
The success of Braustüb'l's non-alcoholic beers continues unabated. They are available in Pilsner, wheat beer, and shandy varieties, and a zero-alcohol Helles is also planned for the near future. Over the past eleven years, production at the Goebelstraße brewery has more than doubled. Non-alcoholic beer has long since shed its image as a beverage solely for drivers and has become a lifestyle drink. This is further fueled by the growing desire for a healthier lifestyle.
The Darmstadt-based private brewery sells its beer roughly equally to restaurants and retailers. As a local brewery, supplying regional events also plays a major role. Whether it's a street festival, rock concert, or Heinerfest – it's not just about the beer, but about all the equipment, from CO2 and refrigerators to glasses. Delivery and collection also need to be organized, and of course, a stylish mobile bar needs to be provided. The Koehler family – now the largest event equipment supplier between Heidelberg and Frankfurt – manages all of this from their new company-owned event supply depot on Pallaswiesenstrasse.
The Koehlers hope the future federal government will permanently reduce the value-added tax (VAT) in the restaurant and catering sector from 19% to 7%, as promised in the coalition agreement. This reduction is intended to provide financial relief to the brewery's 600 partner restaurants and catering businesses, which are currently under cost pressure, and enable them to offer lower prices for food and drinks. This would also benefit beer sales. Another item on their wish list is "reducing bureaucracy.".
On April 23rd, German Beer Day, the annual celebration will take place on Goebelstrasse. Music, food, and of course, beer will be provided from 4 pm to 9 pm. Not only the 1,792 members of the Braustüb'l Friends Association are invited, but everyone who feels drawn to the festivities. German Beer Day commemorates the Reinheitsgebot (Purity Law), enacted by the Bavarian Duke Wilhelm IV in 1516 to put an end to beer adulteration. Hops, malt, yeast, and water – nothing else is allowed in beer. To this day, Germany's brewers are proud to have enacted the world's first food law with this state regulation.
