Beer consumption in Germany is falling, while alcohol-free varieties are reaching new highs. The federal statistics office reports sales of alcohol-free beer have grown by 109 percent since 2013. In contrast, overall beer sales are now at their lowest level in more than 30 years.
For the first time, sales fell below four billion liters in a half-year period. Between January and June 2025, German breweries sold around 3.9 billion liters. That equals a decline of 6.3 percent, or 262 million liters, compared with the same period last year.
breweries chase new opportunities
Erdinger brewery near Munich has been in operation since the 1880s. Chief executive Stefan Kreisz says consumer behavior has shifted significantly. Around a quarter of Erdinger’s production today is alcohol-free.
He insists breweries must connect with younger generations. “You need to understand how they meet and how they celebrate. No algorithm tells you it’s time for a beer,” he explains.
Kreisz remains optimistic about German beer culture. Erdinger now promotes alcohol-free beers at sports events, positioning them as natural alternatives to energy drinks.
younger drinkers focus on health
At Café Kosmos in Munich, barman Louis von Tucher notices more health-conscious choices. “In the 2000s, people were offended if you suggested water,” he recalls. “Now guests are more thoughtful. They still drink alcohol, but more carefully, with alcohol-free options in between.”
Still, von Tucher highlights the dominance of traditional beer. “It’s only a slight change,” he says. “We sell 150 to 500 liters of regular beer per night, compared with about 20 liters of alcohol-free. The gap is still huge.”
festivals show beer’s enduring role
At Bamberg’s Sandkerwa folk festival, beer traditions remain central. For five days, medieval streets come alive with music, food stalls and crowded beer stands.
In the old town, Pascal enjoys a drink with a friend. “Beer is very important here. We have many breweries. Visitors come for the beer and the fest. I don’t think people here drink less than before,” he says.
Magdalena, a student, agrees while watching the crowd outside a beer garden. “Everyone holds 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.”
