As beer sales fall, young Germans develop taste for alcohol-free lager
Summary
Beer sales in Germany have dropped to their lowest point in over 30 years, with non-alcoholic beer becoming more popular among younger people. Despite the overall decline in beer consumption, some traditional beer-drinking activities remain strong. German breweries are focusing on promoting non-alcoholic options at events and to health-conscious consumers.Key Facts
- Beer sales in Germany are at their lowest level in over 30 years.
- Sales of non-alcoholic beer have increased by 109% since 2013.
- Total beer sales fell 6.3% to around 3.9 billion liters in the first half of 2025.
- The Erdinger brewery reports that about a quarter of their production is now non-alcoholic beer.
- Non-alcoholic beer is being marketed as a natural alternative to energy drinks at sports events.
- Younger people in Germany are more health-conscious and consume less alcohol.
- Despite the trend, traditional beer consumption remains strong at festivals like the Sandkerwa folk festival in Bamberg.
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