KALEA acquires the retail concepts division of Bierothek® – focus on growth and clear direction
Salzburg/Bamberg, July 1, 2025 – Effective July 1, KALEA GmbH will take over the retail concepts division of Bierothek®. This merger marks the joining of two prominent companies to set new standards in the B2B business with beer-related gift items.
Managing Directors Peter Reimann (KALEA®) and Christian Klemenz (Bierothek®) are pleased with this strategic move: "With this decision, we are creating clear structures and optimally leveraging synergies," emphasizes Reimann. Klemenz adds: "In the future, Bierothek® will be able to focus even more specifically on its core business – the sale of exceptional beer specialties, both in-store and online."
Bierothek® recently launched a highly acclaimed collaboration with the international platform untappd. Beer fans can now order beer directly online across Europe using the app. The focus on digital sales follows the consistent strategy of the company, which has specialized in e-commerce since its founding.
KALEA, known as the European market leader for beer-related gift ideas such as tasting packages and beer tasting boxes, is taking over not only the existing retail concept range but also the experienced team – a seamless transition with a wealth of know-how.
Dirk Schneider, previously the central contact for retail partners of Bierothek® retail concepts, will now take over key account management at KALEA. He will serve customers with an expanded portfolio and even greater product range diversity.
"The items from the Bierothek® retail line fit perfectly into our product range and ideally complement our existing packages," explains Peter Reimann. At the same time, retailers benefit from optimized structures, a larger product range, and an increased marketing presence.
With this acquisition, KALEA is positioning itself even more strongly as an innovation and quality leader in the beer gifts segment, while Bierothek®, as a leading online retailer, is focusing even more strongly on the digital world.
