The German Brewers Association (Deutscher Brauer-Bund,DBB) has reported ongoing challenges for the beer market, citing high costs for raw materials, energy, logistics, and packaging, as well as a restrained consumer climate. Despite these difficulties, the brewing industry continues to demonstrate resilience, according to Christian Weber, president of the DBB, in an online event held in collaboration with the Cologne-based Rheingold Institute for Market and Media Research.
Beer sales in Germany declined by 2.1% by November 2024, following an initial increase of 2.5% in the first five months of the year. Weber attributed this volatility to unpredictable weather patterns, inflation, and reduced consumer spending. Final figures for 2024 will be released by the Federal Statistical Office in early February.
One positive trend for the industry is the growing demand for non-alcoholic beer, whose production has more than doubled since 2003, reaching 6.7 million hectoliters in 2023. According to Nielsen, non-alcoholic beer held an 8.9% market share in fall 2024, making it the third most popular beer type in Germany after Pils (48.1%) and Helles (10.6%). Weber expects that soon one in ten beers brewed in Germany will be non-alcoholic.
Looking ahead to 2025, Weber, who is also CEO of Karlsberg Brewery, remains cautiously optimistic. He acknowledged that high production costs and weak consumer demand would continue to pose challenges but highlighted the resilience of Germany’s predominantly small and medium-sized breweries. The industry has responded with a steady stream of innovative products while strengthening its commitment to sustainability. "We have it in our own hands to shape our future, and we are seizing our opportunities," he stated.
