AB InBev to sell German beers brands Hasseroeder and Diebels


Reuters has reported that Anheuser Busch InBev is selling its German beer brands Hasseroeder and Diebels.

The firm is looking at offloading non-core assets after its takeover of SABMiller in 2016.

AB InBev owns brands such as Budweiser and Stella Artois. The company sent out information to potential bidders.

Hasseroeder and Diebels have profit margins of around 35% and it is likely that the divestment could enable AB InBev to earn several millions of euros, the sources told the news agency.

"We are having discussions regarding the future development of the Diebels and Hasseroeder brands along with their two associated breweries with a limited number of investors."

AB InBev is working with Deutsche Bank on the sale process. This move follows divestiture of SABMiller's brands in Europe including Peroni and Grolsch to Japanese firm Asahi.

In an email to Reuters, the company’s spokesman said: "We are having discussions regarding the future development of the Diebels and Hasseroeder brands along with their two associated breweries with a limited number of investors that would be able to implement a more focused strategy for these brands."

Together, Hasseroeder and Diebels have sales of about €140m.