Is Germany Losing Its Thirst for Beer? Sales Decline Again in 2024

In theory, 2024 had all the makings of a great beer year: a home-turf European Championship, long summer nights, and beer gardens packed with fans.

But the numbers tell a different story. Beer sales in Germany fell by 1.4% last year—119.4 million liters less than in 2023. With around 8.3 billion liters sold, beer consumption hit its lowest level since reunification—with these numbers that may be hard to believe, but true. So, what’s behind this decline?

Less Alcohol & More Mindful Drinking

Health-conscious habits are on the rise in Germany, too. A shift toward healthier lifestyles, an aging population, and the growing popularity of alcohol-free alternatives—along with trends like the sober-curious-movement (which promotes mindful and reduced alcohol consumption)—are reshaping drinking behaviors. The numbers speak for themselves: While demand for traditional beers is dropping, the market share of non-alcoholic varieties keeps growing, reaching 8.9% in 2023. Beer-based mixed drinks, on the other hand, saw a significant decline, with sales falling by 4.6%.

When the Weather Doesn’t Cooperate

And then there’s the weather. A rainy spring and lackluster summer left many beer gardens emptier than usual in 2024. June, typically peak beer season, saw sales plummet by 13.5% compared to the previous year. Even the European Championship, usually a guaranteed boost for bars and public viewing events, failed to provide the expected surge in demand.

High Costs & Falling Demand – Breweries Under Pressure

For breweries, declining sales are just one part of the challenge. Rising costs for raw materials, energy, and logistics are squeezing the industry. At the same time, consumers are becoming more price-sensitive, cutting back on indulgences like beer in times of economic uncertainty. Many breweries are responding with innovation: expanding their non-alcoholic offerings and experimenting with new flavor combinations.

Though beer remains a cornerstone of German culture, consumption patterns are evolving. Like all alcoholic beverages, beer is being reshaped by broader societal shifts toward healthier lifestyles and more mindful drinking habits.