Overview

• U.S. tariffs introduced on April 5, 2025, include a 10% base tariff on German beer and a 25% surcharge on aluminum cans, with a potential increase in July.
• High tariffs in Russia are expected to further decimate remaining export volumes, particularly for low-cost beer producers.
• Domestic beer sales in Germany dropped by 570,000 hectoliters in the first two months of 2025, continuing a trend of declining consumption since 2014.
• Excess brewing capacity has led to aggressive price promotions in Germany, benefiting consumers but pressuring brewers' margins.
• Breweries are refocusing on stable European markets and exploring growth opportunities in Asia to offset export losses.