VELTINS GmbH & Co.KG

What VELTINS GmbH & Co.KG does

VELTINS GmbH & Co. KG, legally Brauerei C. & A. VELTINS GmbH & Co. KG, is a German private brewery headquartered in Meschede-Grevenstein, Sauerland, founded in 1824 and held within the Veltins family for five generations, with Susanne Veltins as sole limited partner and a management team led by Dr. Volker Kuhl as speaker. The company produces a diversified beer portfolio anchored by the flagship VELTINS Pilsener and brewed in accordance with the German Reinheitsgebot (Beer Purity Law), alongside Helles Lager, Radler (regular and 0,0% non-alcoholic), Fassbrause, and sub-brands V+, Pülleken, Grevensteiner, and Remix. Manufacturing is concentrated at the Meschede-Grevenstein site, employing 501-1,000 staff.

VELTINS distributes through German grocery retail, direct sales to the gastronomy/horeca sector (restaurants, bars, pubs, event venues), a B2B Fachkunden channel for specialist and bulk buyers, and a direct-to-consumer e-commerce Online Shop selling branded merchandise (glasses, clothing, accessories). Consumer engagement is supported by the VELTINS App (sweepstakes, push notifications via CleverPush), a newsletter, social channels (Instagram, Facebook, YouTube), and a lifestyle content platform, VELTINS BBQ. The company maintains high-visibility sports sponsorships, including main sponsorship of FC Schalke 04 since 1997, naming rights to the VELTINS-Arena in Gelsenkirchen (extended through 2027), the VELTINS-EisArena in Winterberg, and the Vierschanzentournee ski jumping event.

The business model is sales of physical beer (and adjacent non-alcoholic beverages) through wholesale, horeca, and consumer channels, augmented by merchandise e-commerce and sponsorship-derived brand value. Pricing is per-unit through third-party retail and horeca, with merchandise unit pricing in the Online Shop. There is no public listing, no external equity, and no disclosed financial figures; the company is described in its own positioning as one of the most profitable breweries in Germany.

Name

VELTINS GmbH & Co.KG

Legal name

Brauerei C. & A. VELTINS GmbH & Co. KG

Website

https://veltins.de

Company type

Private

Founded year

1824

Operating status

Operating

Headcount range

501–1,000 employees

Short description

VELTINS is a German family-owned brewery founded in 1824 in Meschede-Grevenstein, producing a Pilsener-led portfolio under the Reinheitsgebot for German retail, gastronomy, and horeca customers, with supporting direct-to-consumer e-commerce and major sports sponsorships.

Ownership category

akta.pro rank

Product category

Premium German Beer

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)

akta.pro secondary industry

Bulk / Private Label Alcohol Production & Brands (CRADAIAJ)

Keywords

• German brewery
• Pilsener beer
• Non-alcoholic beer
• Horeca distribution
• Sports sponsorship

Headquarters

HQ city

Meschede

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beverage Sales: Primary revenue from brewing and selling beer and non-alcoholic beverages through retail (grocery stores) and gastronomy (restaurants, bars, pubs) channels
2. E-commerce / Merchandise: Online shop selling branded merchandise including glasses, bar accessories, clothing, and accessories
3. Sports Sponsorship: Naming rights and sponsorship deals including VELTINS-Arena and VELTINS-EisArena, providing brand visibility and marketing value

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

VELTINS is a German family-owned brewery that produces and sells beer and non-alcoholic beverages following the German Reinheitsgebot (Beer Purity Law). Its portfolio spans flagship VELTINS Pilsener, Helles Lager, Radler, Fassbrause, and sub-brands including V+, Pülleken, Grevensteiner, and Remix, plus 0,0% non-alcoholic variants across most lines. The company also runs a branded merchandise online shop and pursues high-profile sports sponsorships as brand activation channels.

Product overview

VELTINS GmbH & Co.KG is a German private brewery founded in 1824, brewing beer according to the German Reinheitsgebot (purity law) for five generations. The company offers a diversified product portfolio centered around its flagship VELTINS Pilsener, complemented by the Helles Lager, Radler, and Fassbrause lines. The portfolio includes sub-brands V+, Pülleken, Grevensteiner, and Remix, with both regular and non-alcoholic (0,0%) variants across most product lines. Beyond beverages, VELTINS operates a digital ecosystem including an e-commerce Online-Shop for branded merchandise, a mobile App for promotional code entry and push notifications, and maintains significant sports sponsorships including naming rights to the VELTINS Arena and VELTINS EisArena. The company also engages consumers through lifestyle platforms like VELTINS BBQ and a newsletter service.

Differentiator

Problem solved

Functional benefit

Brands

• Grevensteiner: A beer brand from the VELTINS brewery portfolio
• Pülleken
• V+

Products and services

• VELTINS Pilsener

Quantifiable outcome

• VELTINS has been brewing beer since 1824, representing five generations of family ownership

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• VELTINS-EisArena WinterbergcoreGTM or Marketing Partner · 1 January 2015VELTINS acquired naming rights to the Winterberg bobsleigh and luge track from the 2015/16 season. The partnership provides TV-relevant main sponsor presence during annual World Cup events in bobsleigh, skeleton, and luge.
• FC Schalke 04flagshipGTM or Marketing Partner · 1 July 1997VELTINS has been the main sponsor of FC Schalke 04 since July 1997, with the company logo appearing on the team's shirts. VELTINS also holds naming rights to the VELTINS-Arena and the partnership was extended through 2027.
• VELTINS-ArenaflagshipGTM or Marketing PartnerVELTINS holds naming rights to the football stadium in Gelsenkirchen, which serves as the home venue of FC Schalke 04. The naming rights contract was extended early for another ten years until 2027.
• VierschanzentourneecoreGTM or Marketing PartnerVELTINS is main sponsor of the Four Hills Tournament, a prestigious ski jumping event in the winter sports calendar with significant TV presence through ARD and ZDF broadcasts.
• Maisel & FriendsminorStrategic or Co-development PartnerDistribution cooperation partner visited during the 2024 apprentice trip to Bayreuth, where apprentices received a tour of the Maisel & Friends beer experience world.
• PETROU NUTS S.A.minorStrategic or Co-development PartnerGreek company in Athens where VELTINS apprentice Stella Kramer completed an international internship as part of her industrial business management training.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oettinger Brauerei GmbH: Large-scale German discount brewery with broad portfolio including Pilsener and Radler. Competes in retail channel with VELTINS though positioned differently on price/value. Comparable in scale and German market focus.
• Bitburger Brauerei GmbH: Privately-owned German brewery producing Bitburger Pils, one of Germany's flagship Pilsener brands. Direct competitor to VELTINS Pilsener in the on-premise gastronomy and retail channels.
• Warsteiner Brauerei Haus Cramer KG: Independently-owned German brewery with strong Pilsener and traditional brewing heritage comparable to VELTINS. Competes in same distribution channels with similar premium positioning.
• Paulaner Brauerei Gruppe GmbH: Munich-based brewery producing Paulaner and Hacker-Pschorr brands, covering lagers, wheat beers, and radler-style beverages. Direct competitor in German gastronomy with similar heritage brewing narrative.
• Jever Brauerei (Royal Unibrew): German Pilsener brewery with strong regional (northern German) identity, now owned by Royal Unibrew. Direct competitor in the German Pilsener market with similar traditional brewing positioning to VELTINS.
• Erdinger Weissbräu Franz Brombach GmbH & Co. KG: Privately-owned German brewery specializing in wheat beers but with broader beer portfolio. Comparable in being a family-owned German brewer with strong regional identity and traditional brewing positioning.
• Krombacher Brauerei Bernhard Schadeberg GmbH & Co. KG: Largest privately-owned brewery in Germany and direct competitor in the German Pilsener category. Krombacher and VELTINS are the two most prominent family-owned Pilsener brands in Germany with comparable scale and premium positioning strategies.

Broad incumbents

• Radeberger Gruppe (Dr. Oetker): Germany's largest private brewery group (part of Dr. Oetker), operating multiple brands including Radeberger Pilsener. Competes with VELTINS via portfolio brands and has substantially broader scale and brand breadth.
• Anheuser-Busch InBev (Beck's, Diebels): World's largest brewer with major German brand presence including Beck's and Diebels Alt. Competes with VELTINS in German retail and gastronomy channels as a multinational with broader resources and global scale.
• Carlsberg Group (Tuborg): Global brewery group with German operations. Represents large multinational competition for VELTINS in the German beer market, though with less focused premium Pilsener positioning than VELTINS.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC
• Facebookfacebook.com/veltins
• Instagraminstagram.com/veltins
• Xx.com/veltins

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 VELTINS GmbH & Co.KG