Germany is drinking less regular beer, but alcohol-free options are breaking records. The federal statistics office reports that sales of non-alcoholic beer have increased by 109 percent since 2013. Meanwhile, overall beer sales have dropped to their lowest level in more than 30 years.
For the first time, sales fell below four billion liters in a six-month period. From January to June 2025, German breweries sold around 3.9 billion liters. That equals a fall of 6.3 percent, or 262 million liters, compared with the same period in 2024.
brewers seek younger audiences
The Erdinger brewery near Munich has produced beer since the 1880s. Chief executive Stefan Kreisz observes big changes in consumer habits. A quarter of Erdinger’s production now consists of alcohol-free beer.
He argues that breweries must adapt to younger drinkers. “You need to understand how they gather and how they party. No algorithm tells you to drink a beer,” he says.
Kreisz believes Germany’s beer culture remains strong. Erdinger promotes its alcohol-free range at sports events as a natural replacement for energy drinks.
health awareness drives choices
At Café Kosmos in Munich, barman Louis von Tucher notices more health-conscious guests. “In the 2000s, people were upset if you suggested water,” he recalls. “Now people think more about their habits. They still drink alcohol, but more carefully, and add alcohol-free drinks in between.”
Yet von Tucher underlines the clear dominance of regular beer. “It’s only a minor shift,” he explains. “We sell between 150 and 500 liters of normal beer at night, compared with about 20 liters of alcohol-free. The gap is still massive.”
festivals preserve beer traditions
At the Sandkerwa folk festival in Bamberg, beer culture appears unchanged. The five-day event turns the medieval streets into a celebration with music, food stalls and countless beer stands.
In the old town, Pascal enjoys a drink with a friend. “Beer is vital for the city. We have many breweries. People come for the beer and for the fest. I don’t think beer drinking here has decreased,” he says.
Magdalena, a student, agrees as she looks around the busy beer garden. “Everyone has a glass of beer. It’s a huge part of daily life, even if unhealthy. We all know that,” she admits. “My generation drinks less daily, but it’s still Germany, and it’s still Bavaria.”
