Beer consumption in Germany is falling, while alcohol-free options are reaching record highs. The federal statistics office reports sales of alcohol-free beer have increased by 109 percent since 2013. At the same time, overall beer sales are at their lowest level in more than 30 years.
For the first time, total sales dropped below four billion liters in a half-year period. Between January and June 2025, breweries sold about 3.9 billion liters. That marks a decline of 6.3 percent, or 262 million liters, compared with the same period in 2024.
breweries respond to changing tastes
The Erdinger brewery near Munich has been producing beer since the 1880s. Chief executive Stefan Kreisz observes that drinking habits are evolving. Around a quarter of Erdinger’s production now consists of alcohol-free beer.
He stresses that brewers must appeal to younger consumers. “You need to understand how they meet and how they celebrate. No algorithm tells you to drink beer,” he explains.
Kreisz remains confident in Germany’s beer culture. Erdinger promotes its alcohol-free range at sporting events, presenting it as a natural alternative to energy drinks.
health-conscious drinking shapes trends
At Café Kosmos in Munich, barman Louis von Tucher notices guests are more aware of their consumption. “In the 2000s, people were offended if you suggested water,” he recalls. “Now they are more conscious. Most still drink alcohol, but more carefully, with alcohol-free options in between.”
Still, von Tucher notes that traditional beer dominates. “It’s only a slight shift,” he says. “We sell between 150 and 500 liters of regular beer per night, but only around 20 liters of alcohol-free. The gap remains substantial.”
festivals keep beer traditions alive
At Bamberg’s Sandkerwa folk festival, beer culture appears vibrant. For five days, medieval streets fill with music, food stalls and bustling beer stands.
In the old town, Pascal enjoys a beer with a friend. “Beer is very important here. We have many breweries. Visitors come for the beer and the fest. I don’t think consumption has dropped,” he says.
Magdalena, a student, agrees while observing the crowd outside a beer garden. “Everyone has a glass of beer. It’s a huge part of daily life, even if unhealthy. We all know that,” she admits. “In my generation, people drink less every day, but it’s still Germany, and it’s still Bavaria.”
