Beer prices are rising: Brau Union announces a 3.2 percent increase!

Beer prices are rising: Brau Union announces a 3.2 percent increase!

Brau Union, Austria's largest beer brewer and part of the Heineken Group, has announced a price adjustment for its products. From December 1, 2025, beer prices in retail and catering will rise by an average of 3.2 percent, as kosmo.at reports. With this measure, the company is reacting to a variety of rising costs that affect both wages and salaries as well as energy prices.

In addition to these factors, increases in the transport sector and certain raw materials have an impact on pricing. Brau Union produces around half of the beer consumed in Austria and offers numerous well-known brands, including Gösser, Zipfer and Puntigamer. Despite internal optimization measures, the increased costs can no longer be absorbed by the company alone.

Effects of price adjustment

The price increase affects all federal states in Austria. In some regions, jug prices of over six euros have already been recorded. Restaurants are reporting challenging conditions as they suffer from high costs impacting margins. Many companies work with profit margins of only two to five percent, which makes it even more difficult to accept the price increase, according to neuezeit.at.

The price adjustment is seen as a tipping point for many catering establishments. This increase is expected to influence guest behavior by causing guests to order less or stay home more often. This development could have a negative impact on the already strained state of the catering industry.

Market conditions and legal challenges

In addition to the financial challenges, Brau Union also faces antitrust pressure. The Federal Competition Authority has accused the company of putting pressure on suppliers, which resulted in a house search. A fine was applied for, but Brau Union denies the allegations and is open to settlement discussions with the competition authority.

This price increase is part of a larger development characterized by rising costs and changing consumer behavior. Many experts are increasingly viewing beer as a price indicator of the state of the economy. According to statistics, consumer prices for beer in Germany are continually rising, which provides further context to current market developments. A report from the Federal Statistical Office shows that prices have changed significantly from 1992 to 2024, with relevant trends that are also visible in Austria (Statista).

Overall, these developments reflect the challenges facing the catering and beverage market in Austria. Uncertainty in the industry is growing, and many restaurateurs are eagerly awaiting the reaction of consumers.