Beer sales in Germany drop: weather and EM as the causes
Beer sales in Germany drop: weather and EM as the causes
trend reversal in beer consumption: more non -alcoholic on the advance
In the first half of 2024, the sales figures for German breweries show a further decline in beer consumption. According to the
Influence of the weather conditions on business
A big factor for this decline is the changeable weather, which affected many hosts and customers in their decision -making. Holger Eichele , managing director of the German Brauer Association , explains that the temperatures and frequent storms led to the fact that many events such as garden parties fell into the water. This had negative effects on sales, even during the European Football Championship, which took place in his own country. Despite the associated expectations, the sales figures in May and June remained behind last year's values.
Football European Championship: A found food for some breweries?
Interestingly, there were breweries that benefited from the celebrations around the European Football European Championship. Spatial and emotional connection to such an event can certainly boost sales of certain brands, but this did not succeed in the entire companies. June 2024 turned out to be particularly critical and, with 777 million liters, was the weakest month since the new version of the beer tax law in 1993.growth in the alcohol -free beer segment
In the shade of declining beer sales figures, however, there is a remarkably positive trend: the sales of non -alcoholic beer increases continuously. These beers, which are not included in the current statistics, are becoming increasingly important for the breweries. Germany occupies a pioneering role here and offers over 800 different non -alcoholic brands, which corresponds to a market share of 8 percent. acorn assumes that soon every tenth beer in Germany will be alcohol -free. This shows a clear change in the drinking habits of consumers.
conclusion: The future of the beer market in Germany
Developments in the beer market in Germany are complex. While the traditional beer business is confronted with challenges, interest in non -alcoholic beer is growing steadily. This indicates a change in the consumption habits of the Germans. Future strategies of the breweries have to react to these changes in order to be able to exist in the changing market.
- Nag
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