Wir Sind Diebels

What Wir Sind Diebels does

Wir Sind Diebels, the consumer-facing brand of Brauerei Diebels GmbH & Co. KG, is a German regional brewery founded in 1878 by Josef Diebels in Issum am Niederrhein and operating today as a wholly-owned subsidiary of Anheuser-Busch InBev (AB InBev). Its flagship offering, Diebels Alt, is described as Germany's unchallenged Altbier market leader and is treated as synonymous with the Altbier category itself, brewed using traditional top-fermentation (obergärig) with dark specialty malt at approximately 11.5% original gravity and 4.9% ABV. The portfolio extends to Diebels Alkoholfrei (non-alcoholic Alt, introduced in 1987 as the first non-alcoholic Alt on the German market), Diebels Light (reduced-calorie, reduced-alcohol Alt), Diebels Pils (reintroduced in 2005), and Dimix (cola-mix beverage, launched in 2000). The full brewing process for all returnable/multiway packaging is run on 100% renewable energy.

Revenue is generated through three streams: (1) wholesale and retail beer product sales across Germany via supermarkets, beverage retailers, an Amazon.de storefront, the brewery's own online shop (hosted via Grafische Werkstatt Krefeld), and Philips PerfectDraft home-draft kegs; (2) consumer-direct experience revenue through the Diebels visitor centre at Issum, including group brewery tours at €17 per person and the €139 Brauseminar hands-on brewing workshop; and (3) ancillary on-site shop sales of merchandise. As an intra-group AB InBev brand listed alongside Beck's, Franziskaner, Haake-Beck, Hasseröder, Löwenbräu, Spatenbräu, Corona, and Leffe, Diebels leverages the parent's national distribution and digital marketing infrastructure (Meta, Snapchat, Twitter, TradeDesk, LiveRamp), while retaining a single-site production footprint in Issum under managing directors Sandra Brandstädter and Joaquin Christiaens.

Name

Wir Sind Diebels

Legal name

Brauerei Diebels GmbH & Co. KG

Website

https://diebels.de

Company type

Private

Founded year

1878

Operating status

Operating

Headcount range

1–10 employees

Short description

Wir Sind Diebels is the consumer brand of Brauerei Diebels GmbH & Co. KG, a German brewery founded in 1878 in Issum and now a wholly-owned subsidiary of Anheuser-Busch InBev. It brews and sells Germany's leading Altbier portfolio plus group tours and Brauseminar experiences in Germany.

Ownership category

akta.pro rank

Product category

Altbier Brewery

NAICS

Breweries (312120)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industry

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)

Keywords

• Altbier brewing
• German beer production
• Specialty malt beverages
• Brewery visitor experiences
• Non-alcoholic beer

Headquarters

HQ city

Issum

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Beer Product Sales: Diebels generates revenue primarily through the sale of its beer products — Diebels Alt (the flagship Altbier), Diebels Alkoholfrei (non-alcoholic), Diebels Light (low-calorie/low-alcohol), Diebels Pils, and Dimix (cola mix) — via retail, wholesale, and e-commerce channels across Germany.
2. Visitor Centre & Experiences: The brewery operates a visitor centre offering paid brewery tours (Brauereibesichtigungen) at €17 per person, tasting events (Verkostungsveranstaltungen), 'Zapfdiplom' programmes, and seasonal themed tours. The shop on-site also generates direct sales revenue.
3. Brauseminar (Brewing Seminars): Hands-on brewing workshop experience priced at €139 per person, lasting approximately 5 hours on the brewing day and 2 hours on the bottling day, with seven 0.75L bottles of self-brewed beer as the takeaway product.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Diebels is a traditional German brewery founded in 1878 that manufactures and sells top-fermented Altbier and related specialty beers under the Diebels brand. Its core product is Diebels Alt, Germany's leading Altbier, complemented by non-alcoholic, light, pilsner, and cola-mix variants, sold via retail, e-commerce, and on-site consumption channels. The brewery also runs a visitor center offering paid brewery tours and hands-on brewing seminars (Brauseminare).

Product overview

Diebels is a traditional German brewery based in Issum, founded in 1878, specializing in Altbier (top-fermented specialty beer). The core product portfolio centers on Diebels Alt, Germany's leading Altbier brand, supplemented by Diebels Alkoholfrei (non-alcoholic Alt), Diebels Light (reduced calorie/alcohol), and Diebels Pils. The company also offers beer-mix beverages like Diebels Dimix (Cola Mix). Beyond beer production, Diebels operates a visitor center offering brewery tours, beer tastings, and Brauseminars (hands-on brewing workshops) where participants learn traditional brewing methods. Since 2005, Diebels has been part of Anheuser-Busch InBev, the world's largest brewing company.

Differentiator

Problem solved

Functional benefit

Brands

• Diebels Alt: Germany's leading Altbier brand, brewed with dark specialty malt and top-fermenting yeast
• Diebels Alkoholfrei
• Diebels Light
• Dimix

Products and services

• Diebels Alt The flagship Altbier of the brewery, with 4.9% ABV, amber color, brewed from dark specialty malt using the traditional top-fermented obergärige method. Sold to individual consumers through retail, e-commerce (Amazon DE), on-site shop, hospitality, and the PerfectDraft home draft system.
• Diebels Alkoholfrei Non-alcoholic version of Diebels Alt (up to 0.5% ABV per German law), allowing consumers to enjoy the Altbier taste without alcohol. Sold through the same retail and e-commerce channels as the core product.
• Diebels Light Calorie- and alcohol-reduced Altbier variant, targeted at consumers wanting a lighter beer option while preserving Altbier character. Sold through retail and e-commerce channels.
• Diebels Pils Pilsner-style beer reintroduced at the Issum brewery in 2005 after nearly 30 years of absence. Part of the broader portfolio.
• Diebels Dimix Cola-mix beer beverage (radler-style), launched in 2000 as a modern take on a beer-based mixed drink.
• Diebels Brauseminar (Brewing Seminar) Hands-on beer-brewing experience at the Issum brewery, including ~5 hours of brewing and ~2 hours of bottling, led by the master brewer and beer sommelier. Participants take home seven 0.75L bottles of self-brewed beer. Priced at €139 per person, Saturdays only from 11:00.
• Diebels Brewery Tours (Brauereibesichtigung) Guided tours of the Diebels brewery in Issum, including tastings, beer tastings, and Zapfdiplome (tap training). Group tours for 10-20 people at €17 per person. Special company events also offered.
• Diebels Visitor Center (Besucherzentrum) The on-site visitor center at the Diebels brewery offers Brauseminare (brewing seminars), tastings, brewery tours, and Zapfdiplome. Gift vouchers available. The on-site shop is open Tuesday and Friday 15:00-18:00.

Quantifiable outcome

• Diebels Alt is Germany's #1 Altbier market leader
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Anheuser-Busch InBev (AB InBev)coreOthers · 1 January 2008Diebels is a wholly owned subsidiary of Anheuser-Busch InBev, the world's largest brewing company. Diebels became part of InBev in 2001 (Belgian Interbrew group), and then joined Anheuser-Busch InBev following the 2008 merger of InBev and Anheuser-Busch. AB InBev employs ~200,000 people globally (~2,700 in Germany) across 50+ countries.
• AB InBev GermanycoreOthersAB InBev Germany has its administrative headquarters in Bremen. Diebels is listed as one of several AB InBev brands in Germany alongside Beck's, Franziskaner, Haake-Beck, Hasseröder, Löwenbräu, Spatenbräu, Corona, and Leffe. Diebels leverages AB InBev's shared digital marketing infrastructure, data platforms, and corporate services.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Schlüssel Alt: Schlüssel is one of the oldest and most iconic Düsseldorf Altbier breweries, directly competing with Diebels in the same Altbier category. Both are heritage brands focused exclusively on top-fermented Altbier, serving the same Lower Rhine consumer base through similar on-premise and retail channels.
• Uerige Obergärige Hausbrauerei: Uerige is a family-owned Düsseldorf Altbier brewery operating its own brewpub and restaurant, directly competing with Diebels in the Altbier segment. Both produce traditional top-fermented Altbier and compete for the same consumer occasions and gastronomy accounts in the Rhine-Ruhr region.
• Frankenheim Alt: Frankenheim is a major Düsseldorf Altbier brand (now part of Radeberger Gruppe/Dr. Oetker) competing head-to-head with Diebels in the same Altbier category. Both brands target the same regional German consumers with comparable top-fermented specialty products.
• Bolten Alt: Bolten Brauerei is a historic Korschenbroich-based Altbier producer and another direct competitor in the German Altbier category. Both Diebels and Bolten specialize in top-fermented amber Altbier with similar heritage positioning and regional distribution profiles.
• Gatzweiler Alt: Gatzweiler is a Mönchengladbach-based Altbier brewery producing traditional top-fermented Altbier, directly competing with Diebels in the same specialty beer category. Both brands share a similar heritage positioning and target Lower Rhine consumers.

Broad incumbents

• Radeberger Gruppe: Radeberger Gruppe is Germany's largest private brewery group (part of Dr. Oetker) and owns Frankenheim and other Altbier brands, making it both a parent of a direct competitor and a broader German beer incumbent with national distribution scale comparable to AB InBev's role for Diebels.
• Bitburger Braugruppe: Bitburger is one of Germany's largest brewing groups with national Pilsner-led distribution and broad German on-premise presence. As a broad incumbent, Bitburger competes with Diebels for German beer consumer occasions and retail shelf space, though its portfolio centers on Pils rather than Altbier.
• Krombacher Brauerei: Krombacher is one of Germany's largest family-owned breweries with national Pilsner distribution and extensive gastronomy presence. While focused on Pils, it competes with Diebels for the same German beer consumer occasions across retail and on-premise channels.
• Warsteiner Brauerei: Warsteiner is a major German Pilsner-led brewery with national distribution and broad export presence. As a broad incumbent, it competes with Diebels for German retail and gastronomy accounts, though its core offering is Pils rather than Altbier.
• Veltins Brauerei: Veltins is a large German family-owned brewery group with national Pilsner distribution. As a broader incumbent in the German beer market, Veltins competes with Diebels for retail shelf space and on-premise listings, though its portfolio centers on Pils-style beers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Diebels

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wir Sind Diebels