German Beer Sales Hit Historic Low Despite Hosting Euro 2024

A combination of poor weather, shifting consumer habits, and economic pressures contributed to a 1.4% decline in beer sales last year.

Germany's beer sales in 2024 fell to 8.3 billion liters, the lowest level since reunification, continuing a long-term decline in consumption.
The domestic market saw a 2.0% drop in sales, while exports rose by 1.6%, though not enough to offset the overall decrease.
June 2024, during the Euro 2024 football tournament, recorded a 13.5% drop in beer sales compared to the same month in 2023, largely due to persistent rain disrupting outdoor events.
Changing demographics, a growing preference for healthier lifestyles, and rising costs have significantly impacted beer consumption trends in Germany.
Alkoholfreies Bier (non-alcoholic beer) continues to gain popularity, now accounting for nearly 9% of the market, with expectations of further growth as consumer preferences evolve.