With the European summer of 2003 as hot as any in recent memory, Feldschloesschen Brewery of Braunschweig, Germany, was anticipating sizable growth in beer sales. High-volume discounters looked especially promising. These chains—with names like Aldi, Rewe, and Plus—sell 16% of all packaged beer in Germany, and Feldschloesschen in the recent past has been successful with canned beer sold through these discounters.
