Is the "Land of Beer" No More?... Germany's Per Capita Beer Consumption Drops to 8th in the World

The Economist and German Federal Statistical Office Report
"Germany's Beer Sales Hit Lowest Level in 32 Years"

Beer sales and consumption in Germany, often referred to as the "land of beer," have been declining sharply.

On August 7 (local time), the British weekly The Economist, citing recent data released by the German Federal Statistical Office, reported that Germany's beer sales in the first half of this year amounted to only about 3.9 billion liters. This represents a 6.3% decrease compared to the previous year and is the lowest figure since records began in 1993, marking a 32-year low.

Beer. Pixabay

The average per capita beer consumption, which stood at 112 liters in 2005, has also dropped significantly and is now below 90 liters. According to The Economist, Germany's average per capita beer consumption fell from 107 liters in 2013 to 88 liters in 2023, a decrease of 19 liters over ten years. As a result, Germany's per capita beer consumption has dropped to eighth place worldwide. The Czech Republic ranks first in per capita beer consumption globally and has maintained this position for over 30 years. Other countries with high per capita beer consumption include Austria, Poland, Ireland, Lithuania, and Spain.

There are several reasons for the decline in beer consumption among Germans. Chief among them are an aging population, a societal shift toward health consciousness, and a decrease in alcohol consumption among younger generations. In particular, beer sales have dropped markedly at hospitality venues such as hotels and restaurants. The Economist noted that this trend contrasts with the relatively mild decline in wine sales.

Volker Kuhl, CEO of C&A Veltins Brewery, explained, "There is still a clear preference for beer in Germany, but the desire for a third or fourth glass is gone," indicating that individual beer consumption has decreased overall.

The growing demand for non-alcoholic beer is another notable trend in the recent German beer market. Currently, 9% of the beer sold in Germany is non-alcoholic. Reflecting this social atmosphere, last year in Munich, known as the "city of beer," an outdoor bar opened that serves only non-alcoholic beer.

The future of the German beer industry faces yet another challenge. Due to the tariff war initiated by U.S. President Donald Trump, beer exports are expected to decline further. The Economist reported that, amid the industry's downturn, around 100 breweries in Germany have closed over the past five years, and the number of closures is expected to increase.