REWE is one of Germany's largest supermarket and retail chains, known in the beer world primarily as a retailer and private-label beer brand owner rather than a brewery in its own right. The group has built a notable presence in the beer market by commissioning and distributing house brands, most notably Turmbräu, a private-label beer brand introduced in the early 2000s in response to growing demand for affordable supermarket beers in Germany. Rather than operating its own brewing facilities, REWE partners with established breweries to produce beers sold under its own labels. One known example is a Lager and Kellerbier brewed for REWE by the historic Einbecker Brauhaus, a well-regarded German brewery with deep roots in the bock beer tradition. This approach allows REWE to offer a range of styles, from everyday lagers to more characterful regional styles, across its extensive network of stores and drink markets (Getränkemarkt).