Comprehensive reorganization and strategic realignment

For several years, the demand for beverages containing beer in Europe and German-speaking countries has been steadily declining. As a result, particularly in 2022 and 2023, significant market overcapacities emerged, which greatly impacted the client’s business. Additionally, the situation was further aggravated by the growing market power of large retailers – such as leading supermarket chains and discounters. The high inflation levels in the Eurozone, along with the consequences of the Russia-Ukraine war, also put the client under pressure.

In addition to these challenging market conditions, the company made management errors in the form of poor investment decisions. Given the already existentially threatening situation, Haselhorst Associates was tasked with the preparation of a comprehensive reorganization concept. Through subsequent operational management of the restructuring process via a CRO seat on the company’s executive board (together with an accompanying team), the aim was to reestablish the viability of the beverage producer and put it back on track for a long-term success.

Throughout the entire restructuring process, management was obliged to respond flexibly to changing market conditions. A consistent and entrepreneurially-minded response on the part of the management was essential for the successful execution of the reorganization process – based on transparent information on the company’s situation. Continous communication with all of the stakeholders involved also played a decisive role.