Strategic Realignment

Client Challenge 

The client, a leading beverage producer, was confronted with a highly challenging market environment. For several years, demand for beer-containing beverages in Europe – particularly in German-speaking countries – had been steadily declining. By 2022 and 2023, significant market overcapacities had emerged, placing additional pressure on the business. This situation was further exacerbated by the increasing market power of large retailers, including major supermarket chains and discounters. Moreover, high inflation in the Eurozone and the economic consequences of the Russia–Ukraine war strained the company’s operations.

In addition to these external pressures, management missteps – namely poor investment decisions – had further weakened the company’s position. Faced with an existentially threatening situation, the client required a comprehensive restructuring to restore viability and prepare for long-term success.

Haselhorst Approach  

Haselhorst Associates developed and executed a comprehensive reorganisation strategy tailored to the client’s specific challenges. The approach combined strategic planning with hands-on operational management.

Key elements of the approach included:

• Comprehensive status quo analysis to identify weaknesses and opportunities

• Development of a detailed reorganisation concept to restore profitability

• Operational management of the restructuring process through a CRO role on the executive board, supported by a dedicated team

• Adjustment of organisational structures and processes to improve efficiency

• Continuous monitoring and adaptation to changing market conditions

• Structured handover of the reorganisation project to the client’s management

Throughout the process, transparent communication with stakeholders and a consistent entrepreneurial approach were critical to successful execution.

Results

The restructuring delivered tangible improvements and positioned the company for long-term stability:

• Streamlined product portfolio and increased production batch sizes, enhancing operational efficiency

• Sustainable improvement of profitability, financing structure, and liquidity

• Restoration of the long-term viability of the beverage producer

The operational and strategic measures implemented by Haselhorst ensured that the client could respond flexibly to changes in the market while maintaining a solid financial and operational foundation.

About the Client

The client is a leading producer in the beverages industry, generating annual revenues of approximately EUR 120 million. The company faced significant market challenges due to declining consumption of beer-based beverages and the increasing power of retailers in Europe. The restructuring project was conducted over ten months, with Sabrina Hirniak serving as the primary contact. Haselhorst Associates supported the client both strategically and operationally, including direct management involvement through a CRO role on the executive board.