- Despite EM: Breweries sell less beer in half a year
Beer thirst in Germany continued to decline in the first half of 2024. Breweries sold a total of 4.2 billion liters of alcoholic beverages, according to the Federal Statistical Office. This was 0.6 percent less than in the same period last year. Domestic sales amounted to 3.4 billion liters, a decrease of 0.9 percent compared to the previous year.
Euro 2024 did not boost sales
Even the Euro 2024 football championship in the home country could not change this trend. While increases were initially registered before the major event, both May and June remained below last year's levels. June was the weakest since the revision of the beer tax law in 1993, with 777 million liters.
The German Brewers' Association attributes this to the volatile weather. "Even during the Euro, the rollercoaster temperatures and frequent storms ruined many pubs' business, and some garden parties were rained out," said CEO Holger Eichele. Nevertheless, many breweries benefited from this sporting event.
Non-alcoholic beer sees significant growth
The statistical figures do not include non-alcoholic beers. Eichele says they are increasingly important for breweries and have been growing in volume for years. Germany is at the forefront with over 800 non-alcoholic brands brewed according to the purity law and an 8 percent market share worldwide. "Soon, every tenth beer brewed in Germany will be non-alcoholic."
Statement from Destatis on beer sales in 1H 2024
Despite the Euro 2024 football championship taking place in Germany, the beer thirst did not significantly increase, as both May and June saw lower sales compared to the previous year. Additionally, many breweries that benefited from the event struggled due to the volatile weather, with frequent storms and unpredictable temperatures impacting business during the tournament.
