Augustiner non-alcoholic: Hype leads to dramatic delivery bottlenecks!

Augustiner non-alcoholic: Hype leads to dramatic delivery bottlenecks!

The hype about non-alcoholic beer continues to grow in Munich and the surrounding area. The Augustiner non-alcoholic product in particular caused a sensation in 2024 and is very popular. But the high demand has unfortunately caused some difficulties that are clearly noticeable in the beverage markets. Kiosks and beverage retailers regularly report delivery bottlenecks and dissatisfaction from customers who are desperately looking for their favorite beer. How Mercury writes, the non-alcoholic light beer is always in demand, but it is often not available on the shelves.

Kiosk operators like Ismael Saad report that he can only successfully order Augustiner non-alcoholic in about one in ten cases. If it is not available, customers resort to alternatives, such as the Tegernseer. An operator from Munich's Westend describes the situation similarly and recognizes the growing dissatisfaction among consumers. The Augustiner Brewery itself reflects on the difficulties and recognizes the high demand. “A little better, but not yet good,” reports Tim from “Isar-Durscht” about his weekly deliveries.

Delivery bottlenecks and assortment

The beverage markets are at a loss because rationing of sales, such as the sale of six bottles per customer, is not uncommon. In a kiosk in Sendling, for example, the non-alcoholic beer is offered for two euros per bottle, while a case costs 40 euros. In order to meet the high demand, a price of up to 30 euros is already being charged for a bottle on the black market. Loud Augsburger Allgemeine Demand is said to be up to 40 times higher than supply.

The popularity of non-alcoholic beer has increased significantly in recent years, partly due to health concerns. This is also done by Statista confirmed, where it is stated that nowadays almost every German has tried a non-alcoholic beer at least once. 14 percent even consume it regularly. Alcohol-free is no longer an emergency solution, but has found its way into the hearts of beer drinkers. The sales share of non-alcoholic beer is already seven percent and has developed continuously in recent years.

The way forward

The Augustiner brewery now sees itself as having a responsibility to respond to the hype surrounding its non-alcoholic beer. Production capacities are to be increased in order to better serve demand. In a market that is becoming increasingly challenging for major breweries, non-alcoholic beer seems to be a welcome exception. With beer output in Germany generally declining, Augustiner is better positioned than ever to grow in this segment and secure increasing sales.

One thing is clear: Cologne beer lovers can expect an interesting development, while the sources of supply have to pull together to finally be able to offer the popular drink in sufficient quantities!