"Hol ab!" Getränkemarkt GmbH

What "Hol ab!" Getränkemarkt GmbH does

"Hol ab!" Getränkemarkt GmbH is a privately held, family-run German beverage retailer founded in Achim-Borstel, Lower Saxony in 1978, operating more than 200 stores across Northern Germany (Lower Saxony, Bremen, Hamburg, parts of Schleswig-Holstein, North Rhine-Westphalia, and Saxony-Anhalt). The company's core offering is a comprehensive beverage assortment covering beer, wine and sparkling wine, spirits, mineral water, soft drinks, juices, non-alcoholic alternatives, and energy drinks, sold through a mix of company-owned and franchised physical retail stores with typical Monday-Saturday opening hours, supplemented by a home delivery service (lieferservice.holab.de), 24/7 vending machines at select locations, equipment rental, gift vouchers, and commission purchasing.

The business operates a horizontally segmented go-to-market strategy targeting individual consumers (B2C) and small event-driven buyers across Northern Germany. Revenue is generated through three primary streams: direct retail beverage sales (own and franchise stores), franchise fees from licensed operators, and ancillary services including the online delivery channel and loyalty integration with PAYBACK. Supporting infrastructure includes standard e-commerce tooling, a WhatsApp-delivered weekly prospectus, social media channels (Facebook, Instagram, TikTok, LinkedIn), and standard web analytics and marketing integrations. Private-label launches in 2025 (Hemelinger 0.0% non-alcoholic beer and WNTN wines in ultralight returnable deposit bottles) and an ISO 50001:2018 energy management certification demonstrate incremental moves into higher-margin owned SKUs and ESG positioning. Management consists of three Geschäftsführer (Bernhard Henze, Andreas Henze, and Walter Friedrich Gerlach), and dedicated expansion leads oversee growth in the Nord and Südwest regions.

Name

"Hol ab!" Getränkemarkt GmbH

Legal name

"Hol ab!" Getränkemarkt GmbH

Website

https://holab.de

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

51–100 employees

Short description

"Hol ab!" Getränkemarkt GmbH is a family-run German beverage retailer founded in 1978, operating more than 200 stores across Northern Germany offering beer, wine, spirits, soft drinks, and water via owned and franchised locations, plus delivery, vending, and PAYBACK loyalty services.

Ownership category

akta.pro rank

Product category

Beverage Retail

NAICS

Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Liquor Stores (General Off-Premise) (CRANAAAA)

akta.pro secondary industry

Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC)

Keywords

• Beverage retail stores
• Drinks wholesale
• Home beverage delivery
• Franchise beverage market
• Non-alcoholic beer

Headquarters

HQ city

Achim, Niedersachsen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Retail Beverage Sales: Direct retail sales of beverages including beer, wine, spirits, mineral water, soft drinks, juice, and energy drinks through owned and franchise store locations
2. Franchise Fees: Revenue from franchise partners who operate HOL'AB! branded stores under licensing agreements

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

"Hol ab!" Getränkemarkt GmbH operates a network of over 200 physical beverage retail stores across Northern Germany selling beer, wine, sparkling wine, spirits, mineral water, soft drinks, juices, non-alcoholic beverages, and energy drinks. The company complements its retail business with a home delivery service, franchise partner stores, 24/7 vending machines, and ancillary services such as commission purchasing, equipment rental, gift vouchers, and the PAYBACK loyalty program.

Product overview

HOL'AB! Getränkemarkt GmbH operates a network of over 200 brick-and-mortar beverage retail stores across Northern Germany (primarily Lower Saxony, Bremen, Hamburg area, and extending to parts of Schleswig-Holstein, North Rhine-Westphalia, and Saxony-Anhalt). The core product is the physical HOL'AB! beverage market offering an extensive range of beers, wines, sparkling wines, mineral water, spirits, soft drinks, juices, non-alcoholic alternatives, and energy drinks. The company complements its retail operations with ancillary services including a beverage home delivery service, PAYBACK loyalty program integration, commission purchasing, equipment rental, gift vouchers, and 24/7 vending machines. Private label offerings include the Hemelinger 0.0% non-alcoholic beer and the sustainable WNTN wine collection in innovative returnable bottles. The company also offers franchise opportunities and vocational training programs, maintaining a partnership with Werder Bremen.

Differentiator

Problem solved

Functional benefit

Brands

• Werder Partner: Partnership with Werder Bremen football club involving various fan engagement actions including merchandise, promotional events, and the Werderwein wine edition.
• Hemelinger 0.0%

Products and services

• HOL'AB! Getränkemärkte (Beverage Retail Stores) Brick-and-mortar retail stores offering a comprehensive range of beverages including beer, wine/sparkling wine, mineral water, spirits, soft drinks, juices, non-alcoholic alternatives, and energy drinks. Operating hours typically Monday–Saturday 8:00–20:00 across 200+ locations in Northern Germany.
• Beverage Delivery Service (Lieferservice) Home delivery service for beverages ordered online, enabling customers to receive drinks directly. Operated via a dedicated delivery portal at lieferservice.holab.de for bulk and convenience orders.
• PAYBACK Loyalty Integration Loyalty program integration with PAYBACK enabling customers to earn and redeem points on purchases at all HOL'AB! locations.
• Commission Purchase (Kommissionskauf) Commission-based purchasing service allowing customers to order beverages with flexible payment terms, typically used for larger or recurring orders.
• Equipment Rental Service (Leihservice) Rental service for beverage dispensing equipment such as beer taps and associated hardware for events or commercial use.
• Gift Vouchers (Gutscheine) Gift certificate program redeemable at all HOL'AB! locations, usable for beverages and related purchases.
• Hemelinger 0.0% Non-Alcoholic Beer Private-label non-alcoholic beer with guaranteed 0.0% alcohol content, launched to replace the previous '0,fast nix' variant and offering full beer flavor for health-conscious consumers.
• WNTN Wine Collection Sustainable private-label wine line in innovative ultralight returnable bottles fully integrated into the German deposit system, including Weißburgunder, Chardonnay, and Rosé varieties from Rheinhessen boutique wineries.
• Beverage and Snack Vending Machines 24/7 self-service vending machines installed at store entrances offering soft drinks, mineral water, and sweet/savory snacks with card payment option.
• HOL'AB! Franchise Program Franchise partnership opportunity for entrepreneurs to open HOL'AB! branded beverage markets, with company support for location selection, store setup, and operations.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Werder BremencoreStrategic or Co-development PartnerHOL'AB! has been an official partner of Werder Bremen football club for many years. The partnership includes various promotional activities such as distributing merchandise at games, the 'Fan-Oskar' award ceremony, special edition wines called 'Werderwein', and commemorative events. The collaboration strengthens regional identity and fan engagement.
• PAYBACKcoreGTM or Marketing PartnerHOL'AB! participates in the PAYBACK loyalty program, allowing customers to collect points on purchases at all store locations. Points can be redeemed for rewards through the PAYBACK system.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Getränke Essmann (Essmann Holding GmbH & Co. KG): One of Germany's largest privately held beverage retail chains operating a similar multi-store model across Northern Germany. Directly comparable to Hol ab! in business model (beverage retail with franchise and delivery), product focus (beer, wine, spirits, non-alcoholic), and regional orientation.
• Getränke Hoffmann GmbH: German multi-store beverage retail chain with deep assortment across beer, wine, spirits, and soft drinks. Directly comparable to Hol ab! as a specialty beverage retailer with regional store networks, franchise operations, and similar product positioning.
• Trinkgut Getränke-Fachmärkte: German beverage specialty retail chain with multi-store footprint. Operates as a direct competitor in beverage retail offering similar product ranges to Hol ab! across multiple German regions.
• Dursty GmbH: Regional German beverage retail chain with strong presence in the Berlin/Brandenburg area. Comparable to Hol ab! as a multi-store beverage specialist offering beer, wine, spirits, and soft drinks through physical retail locations.

Broad incumbents

• REWE Group: Major German supermarket and hypermarket group with strong beverage assortment and own private-label offerings. Comparable to Hol ab! as a broad-line food and beverage retailer competing for weekly grocery basket share.
• Edeka Zentrale Stiftung & Co. KG: Germany's largest supermarket cooperative with extensive beverage sections and frequent beverage promotions. Comparable to Hol ab! as a broad-line retailer competing for the same beverage basket spend with one-stop convenience and aggressive pricing.
• Kaufland Stiftung & Co. KG: German hypermarket chain with comprehensive beverage assortment and competitive pricing across beer, wine, and spirits. Comparable to Hol ab! as a multi-format retailer where beverage represents a meaningful share of category sales.

Emerging players

• Bringmeister (REWE digital): Online grocery delivery service operated by REWE Group offering home delivery of beverages and groceries. Comparable to Hol ab!'s Lieferservice as a competing delivery channel targeting urban consumers in Germany.
• Durstexpress GmbH: German online beverage delivery platform targeting similar consumer occasions to Hol ab!. Represents a digitally-native alternative that competes for the same beverage purchases through convenience and rapid fulfillment.
• Flaschenpost GmbH: Leading German online beverage delivery service acquired by Dr. Oetker. Comparable to Hol ab! as a competitor for beverage retail spend via rapid home delivery, though operating with a different asset-light digital model rather than physical stores.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/holab.getraenkemarkt
• LinkedInlinkedin.com/company/hol-ab
• Instagraminstagram.com/holab_getraenkemarkt
• TikToktiktok.com/@holab_getraenkemarkt

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 "Hol ab!" Getränkemarkt GmbH