Coca-Cola consistently features the most frequent sale offers among all brands.
In the first half of 2025, Coca-Cola has been the most frequently advertised brand in printed flyers across Germany, according to an evaluation by Marktguru. The extensive marketing efforts of Coca-Cola, which includes frequent discount offers and seasonal campaigns, have ensured its consistent presence in various flyers distributed by supermarkets, discount stores, and other retailers.
Coca-Cola's broad product range, heavily promoted across multiple retail sectors, has contributed to its top position. The brand's visibility and consumer appeal have been boosted by its widespread presence, making it the leading advertised brand in printed flyers in Germany.
Beer, on the other hand, was the most frequently advertised product group, with 12,353 special offers. Water followed closely with 9,013 special offers. Krombacher, Veltins, Bitburger, and Gerolsteiner were among the top advertised beer brands, with Krombacher being the second most frequently advertised brand (641 times).
However, the total number of promotions decreased by 14% from January to June 2025 compared to the previous year. This decrease, combined with recent price increases by Krombacher and Veltins due to declining demand, suggests a potential increase in the gap between the standard and promotional price in retail.
The German Brewers' Association has criticised the "ruinous price war of the four major retail conglomerates," expressing concerns about the future of the German beer market, which is currently experiencing a "historic" decline. The CEO of the German Brewers' Association, Holger Eichele, stated that they should question whether they are giving beer the appreciation it deserves.
Interestingly, consumers of major pils brands bought about two-thirds of the bottled beer during promotions. This trend indicates a significant impact of promotional actions on the sales of Coca-Cola beverages, which drive turnover and margin for retailers.
Coca-Cola's dominance in printed flyers is not a new phenomenon. It was also the brand with the most promotions in 2024. Despite the criticism and the challenging market conditions, Coca-Cola has continued to maintain its marketing strategies, ensuring its consistent presence in printed flyers across Germany. Krombacher, however, did not comment on the criticism.
Coca-Cola's strategic economic policy, with heavy investments in social and community promotions, has helped maintain its dominance in the retail sector, especially in the beverage industry. The brand's consistent presence, boosted by its extensive marketing efforts, has flourished in the finance sector, as its promotions contribute significantly to the turnover and margins of retail businesses.
