German Beer Sales Fall as Non-Alcoholic Options Grow

Industry Insights from Next Move Strategy Consulting

Germany’s long-standing beer tradition is undergoing a notable transformation. Non-alcoholic varieties are experiencing unprecedented growth. Data from the federal statistics office, Destatis, highlights that non-alcoholic beer sales have more than doubled — up 109% since 2013 — even as total sales fell below 4 billion liters in a half-year period for the first time.

A Market in Decline, but Habits in Transition

In the first half of 2025, beer sales in Germany dropped 6.3%, or 262 million liters, compared with the same period last year — bringing the total to around 3.9 billion liters. This steady decline underscores a generational shift in drinking habits, as consumers balance cultural traditions with health-conscious choices.

Health Awareness Shapes Social Drinking

Changing attitudes are also evident at Munich’s Café Kosmos, where barman Louis von Tucher observes a shift toward moderation.

“Everybody is a little bit more conscious about their consumption,” he says. “Most people still drink alcohol, but they do it more consciously and have alcohol-free beverages in between.”

While demand for full-strength beer remains significantly higher — with nightly sales reaching up to 500 liters compared to just 20 liters of alcohol-free alternatives — the presence of non-alcoholic beer in social settings continues to expand.

Tradition Persists in Beer Strongholds

Despite nationwide declines, regional celebrations such as Bamberg’s Sandkerwa folk festival demonstrate that beer culture remains deeply rooted in German identity. The festival’s medieval streets draw large crowds, where breweries and beer stalls continue to thrive.

“Beer is very important for the city and we have a lot of breweries here,” says Pascal, a local festivalgoer. “People come here for the beer and for the fest.”

For many, the cultural significance of beer endures even as consumption patterns evolve. Magdalena, a student attending the festival, reflects this balance:

“I feel like, especially in my generation, people tend to drink less on a daily basis, but it’s still Germany, it’s still Bavaria.”

Source: BBC

Prepared by: Next Move Strategy Consulting