In the image, from left to right: Christian Klemenz; Dirk Schneider, Peter Reimann
Focus on Growth and Clear Direction
Salzburg/Bamberg, July 1, 2025
Effective July 1, KALEA GmbH is taking over the “Retail Concepts” business division of Bierothek®. This brings together the strengths of two well-established companies to create new momentum in the B2B segment for beer-themed gift ideas.
The two managing directors, Peter Reimann (KALEA) and Christian Klemenz (Bierothek®), welcome the move as a meaningful strategic development:
“The synergies between our companies create an excellent foundation for sustainable growth,” says Reimann. Klemenz adds: “At Bierothek®, we will now fully focus on our core business—online retail.”
The Bierothek® online shop will remain active and continue to be expanded. In addition to Germany, customers can now also place orders directly online in several other European countries.
KALEA, the market leader in beer-themed gift products such as tasting packages and BeerTasting boxes, is taking over not only the product range but also the experienced team from Bierothek’s retail concepts division. This ensures that valuable expertise is retained and enables a smooth transition.
Dirk Schneider, previously the central contact for retail partners at Bierothek, will take on key account responsibilities at KALEA in the future. Thanks to the expanded product range and improved internal structures, retail partners can look forward to even greater variety and more tailored solutions.
“The Bierothek retail concept products fit perfectly into our existing portfolio and ideally complement our offerings,” explains Reimann. In addition, business customers benefit from more efficient processes, reliable logistics, and an even stronger market focus.
With this integration, KALEA strengthens its position as a leading provider of beer gifts in Germany and Europe—while Bierothek® focuses on expanding its e-commerce business.
