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2mo ago

Germany’s Beer Slump Deepens as H1 Data Show Alcoholic Sales Down 5%

New shopper data spotlight brisk gains in alcohol-free products that still fall short of offsetting shrinking core beer revenue.

Die Deutschen trinken immer weniger Bier, der Absatz der Brauereien taumelt immer weiter nach unten (Symbolbild).
Immer weniger junge Menschen konsumieren Alkohol und Brauereien müssen umdenken (Symbolbild).

Overview

  • YouGov’s Shopper Panel reports a 5% volume decline and a 1% revenue drop for alcoholic beer in Germany in the first half of 2025.
  • Statistical office data show a 1.4% volume fall for 2024, equal to nearly 120 million liters, reinforcing a multi‑year slide.
  • Alcohol-free beer revenue rose about 18% with roughly 11% higher volume, and alcohol-free mixes led beer-mix growth at about +11% revenue and +12% volume.
  • Oettinger is cutting capacity and eliminating about 150 jobs in Braunschweig, as CEO Stefan Blaschak warns the sector could face a wave of insolvencies.
  • Several traditional breweries filed for insolvency in July and August after a weak, rainy summer, though YouGov’s figures do not support a 7–7.5% collapse.