My Story

When the Prinz Family had the chance to acquire the Original and First Wheat Beer brand, Niclas Prinz founded the Prinz Beverage Group to integrate and prepare Degenberg for an international expansion with the outlook to integrate additional historic brands to his portfolio.

Since then, the brand is exported to 3 more continents and is be in inline with additional historic brands.

With an entrepreneurial background in Europe and North America, Niclas became an avid advisor, student and friend of multiple companies and owners.