Beer drinking in Germany is falling, while alcohol-free varieties are gaining popularity. The federal statistics office reports sales of alcohol-free beer have increased by 109 percent since 2013. Meanwhile, overall beer sales are at their lowest level in over 30 years.
For the first time, total sales dropped 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 adjust to evolving habits
The Erdinger brewery near Munich has been producing beer since the 1880s. Chief executive Stefan Kreisz says drinking habits are shifting. About a quarter of Erdinger’s production is now alcohol-free.
He says breweries must engage 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.
mindful drinking shapes choices
At Café Kosmos in Munich, barman Louis von Tucher notices more health-conscious habits. “In the 2000s, people were offended if you suggested water,” he recalls. “Now guests are more aware. They still drink alcohol, but more carefully, with alcohol-free options in between.”
Still, von Tucher notes that traditional beer dominates. “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 highlight enduring traditions
At Bamberg’s Sandkerwa folk festival, beer culture remains strong. The five-day event fills medieval streets with music, food stalls and busy 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 observing 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.”
