Beer consumption in Germany is falling, while alcohol-free varieties are reaching record popularity. The federal statistics office reports that sales of alcohol-free beer have risen by 109 percent since 2013. Meanwhile, 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, German breweries sold around 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 trends
The Erdinger brewery near Munich has been producing beer since the 1880s. Chief executive Stefan Kreisz observes that drinking habits are shifting. Around a quarter of Erdinger’s production is now alcohol-free.
He stresses that brewers must appeal to younger generations. “You need to understand how they meet and how they celebrate. No algorithm tells you to drink beer,” he explains.
Kreisz remains confident about Germany’s beer culture. Erdinger promotes its alcohol-free range at sporting events as a natural alternative to energy drinks.
conscious drinking shapes behavior
At Café Kosmos in Munich, barman Louis von Tucher notices more health-conscious guests. “In the 2000s, people were offended if you suggested water,” he recalls. “Now guests are more mindful. They still drink alcohol, but more carefully, with alcohol-free options in between.”
Yet von Tucher emphasizes that traditional beer dominates. “It’s only a slight shift,” he says. “We sell 150 to 500 liters of normal beer per night, but only around 20 liters of alcohol-free. The gap remains significant.”
festivals show beer traditions endure
At Bamberg’s Sandkerwa folk festival, beer culture remains vibrant. The five-day event fills medieval streets with music, food stalls and busy 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 big part of daily life, even if unhealthy. We all know that,” she admits. “In my generation, people drink less daily, but it’s still Germany, and it’s still Bavaria.”
