Rewe retailer implements Pick & Mix beer concept in Biedenkopf

A Rewe beverage market in Biedenkopf, Germany, is implementing a new retail concept to combat declining beer sales in German supermarkets. Following a trend where beer sales in German supermarkets fell below 8 billion liters in 2025 for the first time in 30 years, retailer Eugen Wolf is focusing on variety rather than reducing stock.

The store offers approximately 1,000 different varieties of beer, with a particular emphasis on Bavarian specialties. To encourage exploration and sales, the store utilizes a ‘Pick & Mix’ principle. Customers can select individual bottles to create their own custom beer crates. Additionally, Wolf uses customer feedback to decide which specific varieties should be offered in full crate quantities.