Beer sales in Germany have reached a record low since the country’s reunification in October 1990.
According to the Federal Statistical Office, sales fell by 1.4% compared to the previous year, dropping to 8.3 billion liters—yet another record decline. Neither the European Football Championship nor the increase in exports managed to reverse the trend.
Domestic sales fell by 2%, while exports grew by 1.6% compared to the previous year. The study does not include non-alcoholic beers, which are tax-exempt and have shown continuous growth for years.
The German Brewers Association described 2024 as a rollercoaster ride: while domestic beer sales were still rising until May 2024, the market unexpectedly turned negative in the summer. The association attributes this to “unpredictable weather,” with rainy periods in spring and summer impacting sales.
Since 2014, brewery and beer warehouse sales have dropped by 13.7%—a decline of 1.3 billion liters. This marks the lowest level of beer sales since Germany’s reunification.
The main reasons for this decline are shifting lifestyle trends favoring healthier habits with less alcohol consumption and an aging population.
