Beer drinking in Germany is decreasing, while alcohol-free brews are booming. The federal statistics office reports alcohol-free sales have climbed by 109 percent since 2013. In contrast, overall beer sales have sunk to their lowest point in more than 30 years.
For the first time, sales slipped below four billion liters in a half-year span. Between January and June 2025, German breweries sold about 3.9 billion liters. That equals a decline of 6.3 percent, or 262 million liters, compared with the same period in 2024.
brewers shift focus to new generations
Erdinger brewery near Munich has brewed beer since the 1880s. Chief executive Stefan Kreisz says drinking habits are changing fast. A quarter of Erdinger’s production now consists of alcohol-free beer.
He argues breweries must capture the interest of young people. “You need to understand how they meet and how they celebrate. No algorithm tells you to drink beer,” he explains.
Kreisz still believes German beer culture is strong. Erdinger promotes its alcohol-free range at sports events, branding it as a natural alternative to energy drinks.
mindful drinking shapes the scene
At Café Kosmos in Munich, barman Louis von Tucher observes more health-conscious choices. “In the 2000s, people were offended if you suggested water,” he recalls. “Now people are more aware. They still enjoy alcohol, but more carefully, and often with alcohol-free options in between.”
Yet he points out that traditional beer continues to dominate. “It’s only a small shift,” von Tucher says. “We sell 150 to 500 liters of regular beer a night, but only about 20 liters of alcohol-free. The gap remains large.”
festivals prove tradition endures
At Bamberg’s Sandkerwa folk festival, beer culture shows no sign of fading. The five-day event fills medieval streets with live music, food stalls and bustling 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 consumption has dropped,” he says.
Magdalena, a student, agrees as she gestures toward the crowds. “Everyone holds a glass of beer. It’s a huge part of life here, 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.”
