Innkeepers are put under pressure by supermarkets

As reported, Brauunion, the largest beer company in Austria, is planning beer price increases of 3.6 percent. Many private breweries are also taking a similar approach. This also applies to the Ried brewery, as managing director Christian Aigner reports. “We as a company have to think economically and are therefore forced to increase prices. That is also my duty as managing director,” says Aigner. In addition, the brewery employees receive around eight percent more wages. “We also have to take this wage increase into account,” says Aigner.

The fact that there is a huge outcry among beer drinkers is nothing new for the head of the Rieder brewery. “When there are price increases for beer or schnitzel, we are always very upset,” says the managing director of the Ried brewery.

Pure scaremongering

For Braunau’s host spokesman and restaurateur Herbert Karer, the outcry over the announced price increases is pure scaremongering. “Since it became known that the price of beer would be increased, guests have been asking me almost every day when this will happen at my inn. Sometimes I have the feeling that some of them can’t wait to pay more for a beer,” says Karrer with a smile.

It’s no news to him that the price of beer is discussed a lot and with great enthusiasm. “That’s how it is here in the Innviertel. Beer is very important to Innviertel residents,” says Karrer.

The innkeeper’s spokesman has little understanding for restaurateurs who have announced that they will not pass on their additional costs to customers. “Perhaps only one-man businesses can be responsible for this. But anyone who wants to continue to pay their employees well in the future will have to increase the price,” says Karer. He will increase the price by 20 cents.

Karrer: “Price gouging”

What makes Karer angry is the price of beer in the grocery stores. Price gouging is being carried out here with promotions. “The breweries must finally put a stop to the trade and prohibit the actions. That would be important,” says Karer.

According to Aigner, this is not possible because the breweries have no say in supermarket pricing. “We don’t determine the price. The problem is the big corporations, which drive down the price through campaigns. Private breweries like ours can’t keep up with the prices of the big players,” says Aigner.

“Rely on our employees”

The Eggelsberg Schnaitl brewery with managing director Matthias Schnaitl has increased prices by around five percent. “Around 40 to 45 percent of our costs fall on personnel because we rely on our employees and not on industrialization,” says Schnaitl.

In general, beer is becoming more and more of a “promotional item” due to the many offers in supermarkets. Consumers now plan very carefully which offers they access. The lack of glass and the resulting rising prices are also a challenge, says Schnaitl.

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