Beer sales in Germany continue to decline, while alcohol-free options are on the rise. According to the federal statistics office, sales of alcohol-free beer have climbed by 109 percent since 2013. At the same time, overall beer sales have reached their lowest level in more than three decades.
For the first time, total sales slipped below four billion liters in a half-year period. From January to June 2025, breweries sold about 3.9 billion liters. That marks a fall of 6.3 percent, or 262 million liters, compared with the same period in 2024.
breweries adapt to the shift
The Erdinger brewery near Munich has been making beer since the 1880s. Chief executive Stefan Kreisz says drinking habits have changed dramatically. Today, around a quarter of the brewery’s production is alcohol-free.
He believes breweries must respond to the interests of younger consumers. “You need to understand how they meet and how they party. No algorithm tells you to drink a beer,” he explains.
Kreisz remains confident about German beer traditions. Erdinger promotes its alcohol-free range at sporting events, presenting it as a natural alternative to energy drinks.
conscious drinking shapes nightlife
At Café Kosmos in Munich, barman Louis von Tucher sees a clear trend. “In the 2000s, people were offended if you suggested water,” he recalls. “Now guests are more mindful. They still drink alcohol, but more carefully, and include alcohol-free drinks in between.”
Yet von Tucher says regular beer remains dominant. “It’s only a slight shift,” he notes. “We sell 150 to 500 liters of normal beer in a night, but just about 20 liters of alcohol-free. The gap is huge.”
festivals keep beer culture alive
At Bamberg’s Sandkerwa folk festival, beer culture feels untouched. The five-day event fills the medieval streets with music, food stalls and countless beer stands.
In the old town, Pascal enjoys a drink with a friend. “Beer is very important for this city. We have many breweries. Visitors come for the beer and the fest. I don’t think consumption here is lower than before,” he says.
Magdalena, a student, agrees as she points to the crowd in front of a beer garden. “Everyone has a glass of beer. It’s a huge part of daily life, even if unhealthy. We all know that,” she admits. “My generation drinks less day-to-day, but it’s still Germany, and it’s still Bavaria.”
