Beer market in Germany - statistics & facts

The home of the Oktoberfest, where the beer flows, or does it? One of the most famous beer markets in the world has seen consistently decreasing beer consumption in recent years, with figures taking a particularly deep dive after 2018. The German beer market, as in other countries around the world, has seen expanding craft beer production, with microbreweries becoming active players alongside older heavyweights like Beck's or Bitburger. In an increasingly competitive market, standing out is key, something both established brands and craft products are aiming to achieve. The former may go for rebranding, advertising and introducing new flavors, while the latter is defined by experimenting and surprising consumers with even more unusual results in the bottle.

Setting the bar

Despite consumption falling, beer is by no means off the nation's minds. Germany was still among Europe's biggest beer drinkers in 2022, right behind Czechia and ahead of other beer-friendly markets such as Austria, Spain, and Ireland. The market is experiencing shifts due to changing consumer preferences, e.g. abstinence from alcohol within a general framework of health and lifestyle choices, and craft beer competition. There are also current challenges such as increased operating and materials costs following the global energy crisis and labor shortages. Climate change is affecting hops harvests, which are forcing the beer industry to confront questions of long-term success and endurance. While German beer sales volume has generally decreased in the last decade, a slight increase similar to pre-pandemic levels was recorded in 2023.

Who will be the toast of the town?

German consumers are open to trying a brew from abroad. In fact, in 2022, about a quarter of respondents to a survey stated they drank both German and foreign beer. German breweries still show leadership in terms of national market presence, with the Oetker Gruppe and the Paulaner Brauerei in the top five. Still, the future of the German beer market depends on many factors. In addition to the ripple effects of current events influencing production, shifting consumer preferences and climate change, there is another development to be considered. China has emerged as the world's largest beer producer, which takes competition on the international beer market to a whole new level.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Apr 26, 2024

Key insights

Beer brewing industry revenue in Germany
8.93bn EUR
Export volume of beer from Germany
14.3m hl
Per capita consumption of beer from Germany
91.8 l
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Editor’s Picks Current statistics on this topic

Price of beer at the Oktoberfest in Munich, Germany in 2022 and 2023, by tent (in euros per stein)

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