Decline in Beer Consumption: Germany's Beer Sales Dip Below 4 Billion Liters for the First Time
In a significant turn of events, the first half of 2025 has seen a historic drop in beer sales in Germany. According to data from the Federal Statistical Office (Destatis), total beer sales, both domestic and export, decreased by approximately 6.3-6.8% compared to the same period in 2024, marking the lowest figures since official statistics began in 1993. A total of 262 million liters fewer beers were sold in the first half of 2025 [1][3][4].
This decline can be attributed to several factors. Reduced consumer demand, overcapacity in production, intense price competition, and a severe downturn in the hospitality and gastronomy sector have all played a role. Inflation and price increases in food and beverages—up about one-third over the last five years—have reduced consumer spending at restaurants and pubs. The reinstatement of the full 19% VAT on food and beverages in restaurants since early 2024 has further strained the sector, causing many establishments to report falling profits, fewer guests, and financial struggles [1][2].
However, not all breweries have suffered equally. The Veltins brand bucked the trend by increasing output by 2.3% to 1.78 million hectoliters in the same timeframe [1].
Mixed beer sales, on the other hand, saw a growth of 8.0% in the first half of 2025 compared to the same period in 2024, with a total of 220.8 million liters sold. Mixed beer sales accounted for 5.6% of the total beer sales in the first half of 2025 [2].
This downturn in the beer market is described as historic and the worst since German reunification in 1990, highlighting both domestic economic pressures and shifting consumer behavior [1][2].
[1] Source: Der Spiegel [2] Source: Deutsche Welle [3] Source: Statista [4] Source: Destatis (Federal Statistical Office)
The historic drop in beer sales in Germany, affecting both domestic and export markets, can be linked to factors such as reduced consumer demand, overcapacity in production, intense price competition, and a struggling hospitality and gastronomy sector. These issues, coupled with inflation and price increases in food and beverages, have significantly impacted consumer spending.
Conversely, the Veltins brand managed to buck the trend and increased its output by 2.3% during the same period, indicating some resilience within the finance sector of the industry, particularly in the business of alcoholic beverages.
