Beer consumption in Germany is falling, while alcohol-free varieties are gaining popularity. The federal statistics office reports sales of alcohol-free beer have risen by 109 percent since 2013. Meanwhile, overall beer sales are at their lowest level in over 30 years.
For the first time, total 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 represents a decline of 6.3 percent, or 262 million liters, compared with the same period in 2024.
breweries adapt to changing habits
The Erdinger brewery near Munich has been producing beer since the 1880s. Chief executive Stefan Kreisz says drinking habits are evolving. About a quarter of Erdinger’s production is now alcohol-free.
He says breweries must appeal to younger consumers. “You need to understand how they meet and how they celebrate. No algorithm tells you to drink beer,” he explains.
Kreisz remains confident in Germany’s beer culture. Erdinger promotes its alcohol-free range at sporting events as a natural alternative to energy drinks.
health-conscious choices reshape drinking
At Café Kosmos in Munich, barman Louis von Tucher sees guests making more mindful choices. “In the 2000s, people were offended if you suggested water,” he recalls. “Now they are more aware. They still drink alcohol, but more carefully, with alcohol-free options in between.”
Yet von Tucher emphasizes that traditional beer continues to dominate. “It’s only a slight shift,” he says. “We sell 150 to 500 liters of regular beer per night, but only around 20 liters of alcohol-free. The gap remains significant.”
festivals preserve beer traditions
At Bamberg’s Sandkerwa folk festival, beer culture remains strong. The five-day celebration fills medieval streets with music, food stalls and crowded 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 watching 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.”
