Bars in Luxembourg Set to Offer Broader Beer Selection Amid Changing Brewery Agreements

Bars in Luxembourg could soon offer a wider variety of beers as longstanding exclusivity agreements tied to major breweries begin to loosen. The country’s largest brewing company, Brasserie Nationale de Luxembourg, has informed bar operators they may now stock beers from craft brewers without breaching existing contracts.

Traditionally, many bars in Luxembourg have been bound by exclusive contracts with either Brasserie Nationale or AB InBev-owned Diekirch, which control a significant share of the country's bar and alcohol licenses—about one-third of nearly 3,300 bar licenses and 40% of alcohol licenses are tied to these two breweries.

However, according to the Confédération des Brasseries et des Brasseurs du Luxembourg (CBBL), an agreement reached quietly two years ago is now allowing bars controlled through these exclusive contracts to sell specialty beers from other CBBL members, which include craft breweries such as Clausel, Heischter, and Hinkelsbaacher, as well as smaller microbreweries that produce under contract elsewhere.

Despite the agreement's existence, Brasserie Nationale had not widely publicized that bar operators tied to their products could also offer other specialty beers. Georges Lentz, Managing Director of Brasserie Nationale, explained that the company does not proactively contact tenants unless there is an issue but is open to bars selling other beers as long as it doesn’t cannibalize Brasserie Nationale’s own brands. Approval is typically given if the other beers are specialty products and members of the federation.

Some bar operators have used the brewery’s alleged restrictions as an excuse to turn away new sales reps trying to offer alternative beers, often because they are not interested in expanding their beer selection.

Edmond Libens, Director of Lëtzebuerger Stad Brauerei, which produces the Clausel brand, pointed to challenges on both sides. He noted that while Brasserie Nationale appears to show goodwill by opening doors to smaller breweries, sales reps paid on performance sometimes act contrary to this promise. He believes meaningful change will depend on government intervention, as the current system heavily favors large breweries like Bofferding and Diekirch, making it difficult for smaller and foreign competitors to grow.

Libens added that with just three establishments currently serving their beer, surviving remains challenging, and they must push hard to sell Clausel beers.

Recent research commissioned by the Economy Ministry and the Horesca industry federation found that 90% of Luxembourg bar or café visitors go out with friends, and 71% enter with a partner, signaling a diverse and growing customer base that could welcome broader beer choices.

This gradual shift may mark a turning point for Luxembourg’s beer market, offering consumers more options and potentially reshaping the dynamics between large breweries, craft brewers, and bar operators.

read more https://www.thedrinksbusiness.com/2025/08/bars-in-luxembourg-could-soon-offer-a-broader-selection-of-beers/

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