We have worked out a strategy
Strategy and financial goals
Darguner Brauerei produces and sells beer, refreshing drinks, malt drinks and malt extract products with a primary geographical focus on Germany, Scandinavia and the other countries around the Baltic. Darguner products are currently marketed in Denmark, Germany, Sweden, Norway and the Baltic States as well as in a number of export markets around the world. Total sales of beer in Europe have seen a drop in recent years, but sales of refreshing soft drinks continue to grow. The rise in sales of refreshing soft drinks is due in part to product development in the segment, which besides regular soft drinks also includes energy and sports drinks, iced tea and iced coffee, fruit juices, milk-based products, etc. Since 2000, the market for these particular products has developed to reach double-figure growth rates. Because this is still a comparatively new trend from a relatively low starting point, Darguner Brauerei considers, based on trends in the US and Europe, that there is still great potential here.
Darguner product sales are predominantly in the retail trade sector and have historically focused on the own label segment. This means products marketed under individual brands, adapted to suit the individual supermarket chain.
Focus on innovation and value creation
Accordingly, to ensure ongoing value creation, Darguner Brauerei pursues a strategy with a focus on maintaining a constant high volume of the company’s core products and securing its well-established position in the market for these products in our existing main markets. Darguner Brauerei intends to continue to drive developments in these main markets and ensure that customers can enjoy high quality, security of supply and an attractive, contemporary product range.
Primarily, however, our ongoing growth is to be created by means of targeted product development and establishment in new and less price-sensitive product segments. This strategy stems from the Group’s sound position among the major retail chains, which are traditionally very receptive to new products from Dargun, and it serves to create a basis for a number of planned sales and distribution synergies. Accordingly, over the next few years, Darguner Brauerei intends to focus intensively on innovation, and the Group’s focus on investment will very much be tailored to further consolidating activities in product development and developing packaging. Innovation will also be our watchword when it comes to sales and marketing. We will focus on gaining a foothold in new customer segments, and a new marketing strategy has been formulated, which will be implemented in connection with the launch of new products in collaboration with customers and with a large amount of activity directly aimed at the consumer segment.