Austrian breweries delivered a strong year in 2024 with overall production reaching 10.09 million hl. Domestic consumption held steady at 8.53 million hl while exports surged by 9% to 1.56 million hl. Karl Schwarz, head of the Association of Austrian Breweries (Verband der Brauereien Österreichs), described the outcome as “a respectful achievement” that underlines the industry’s resilience, as noted in the press release from Bierland Österreich.
Despite a stable per capita consumption of approximately 103 liters, the domestic market faced headwinds from soaring energy and wage costs as well as shifting consumer habits. The anticipated boost from UEFA Euro 2024 did not materialize, with June sales recording notable double-digit declines that left industry leaders puzzled.
On the export front, a growing share of the production—over 13%—was directed overseas. In addition, non-alcoholic beer gained significant momentum, with its production in Austria rising by 8.4% (an increase of 24,000 hl) to account for 3.7% of total output. Florian Berger, managing director of the brewer’s association, highlighted that nearly half of the nation’s non-alcoholic beer is now destined for international markets.
Sustainability efforts remained at the forefront in 2024 as 67% of beer was packaged in reusable containers. The traditional 0.5-liter glass bottle, which makes up 46.6% of domestic production, maintained its lead, while small 0.33-liter reusable bottles experienced a boom with 80 million units produced—a jump of 18 million following the successful launch of the new “Vichy” bottle concept.
Looking ahead, breweries are adapting to evolving market conditions by raising the deposit on 0.5-liter bottles from EUR 9 to EUR 20, a change that incurred transition costs estimated at around 10 million EUR. Extreme weather events, including record heat and September flooding in Eastern Austria, have further underscored the challenges faced by producers.
Industry leaders remain optimistic about 2025, banking on robust seasonal tourism and a continued rise in non-alcoholic offerings to counterbalance global declines in beer consumption. Both Karl Schwarz and Florian Berger see innovation and sustainability as key drivers for future growth in this traditional yet forward-looking market.
