Germany & South Korea: Paulaner switches South Korea distribution to Heineken

Paulaner Brewery has lined up a change of distribution partner in South Korea in time for the start of 2026, Global Drinks Intel reported on November 25.

The German brewer will transition in the country from Hitejinro to Heineken’s domestic unit, a move it said was “not due to operational issues but part of a long-term internal strategy”. Paulaner, which is part-owned by Heineken, expects the change to create closer alignment between the two businesses and streamline its international routes to market.

Heineken holds a 30% stake in the Paulaner Brewery Group, while Schörghuber Unternehmensgruppe owns the remaining 70%.

“This was not an easy decision for us,” said Paulaner CEO Jörg Biebernick. “We achieved a great deal together with Hitejinro.”

Heineken Korea said it plans to use its experience in premium imported beer to support Paulaner’s next phase of growth in the market.

Founded in 1634 in Munich, Paulaner is one of Germany’s best-known traditional brewers. The company produces a portfolio that includes Paulaner Weissbier, Münchner Hell, Salvator and other classic styles exported to 70 markets worldwide.

Last week, Heineken agreed to transfer ownership of its brewery in Bukavu, in the eastern part of the embattled Democratic Republic of Congo.