German beer sales continue to decline in 2024

Consumption of alcoholic beer in Germany continued to decline in Germany in 2024, part of a steady long-term drop in drinking for a country long famed for its beer, according to the German Brewers' Association.

Final sales figures for 2024 are expected to be even weaker than 2023, a year that saw the country's lowest beer sales volume in decades with just 8.4 billion litres, the industry group said.

Sales through November were 2.1% below the previous year's figures. Final figures for December have not yet been compiled.

Brewers' Association President Christian Weber said that bad weather, inflation and hesitant consumer spending are among the factors that helped push down beer sales.

Many of Germany's roughly 1,500 beer breweries have pinned hopes on non-alcoholic varieties to offset declining sales of traditional beer.

Around 670 million litres of non-alcoholic beer were sold to customers in 2023, and by late 2024, non-alcoholic beer accounted for 8.9% of the German beer market, the association reported, citing market researcher Nielsen.

That makes non-alcoholic beer the third most popular type of beer in Germany after pilsner and pale lager, known in Germany as helles.

The trend towards non-alcoholic varieties can be explained in part by the healthier and more exercise-oriented lifestyle of many people.

In addition, society is ageing, which on average leads to lower per capita beer consumption.

Weber praised the resilience of German beer brewers despite again facing difficult sales forecasts in the current year.

"New product launches are constantly showing how innovation and tradition can be combined," he said.

The full sales figures for taxable beer sales in 2024 will be published by Germany's Federal Statistical Office in the coming weeks.