In Germany, breweries anticipate higher demand for non-alcoholic beer.
During the European Football Championship, German breweries anticipate a growth in sales of non-alcoholic beer. "The top-selling beer styles are Pils and Helles," explained Holger Eichele, CEO of the German Brewers' Association, to Düsseldorf's "Rheinische Post" (Thursday). "More and more football fans are also drinking non-alcoholic beers," Eichele added.
In recent years, the brewing industry has spent more on non-alcoholic beers and beer mix drinks than any other segment.
"Alcohol-free beers are becoming increasingly significant to German breweries economically," Eichele stated. These now make up over seven percent of the market share. In the near future, about every tenth beer brewed in Germany will be non-alcoholic.
Eichele also highlighted that the upcoming European Championship in Germany might be a significant opportunity for breweries. Previous large football events have demonstrated that more beer is consumed during the tournament in comparison to normal summer weeks. Eichele assured that no beer shortage will occur during the EM, as the storage facilities are already full.
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While the European Football Championship is underway, many German breweries expect a rise in the sales of non-alcoholic beer, given its growing popularity among football fans. This trend aligns with the increased focus and investment in non-alcoholic beers and beer mix drinks by the brewing industry in recent years. In fact, non-alcoholic beers now account for over seven percent of the market share in Germany, hinting at a significant role they play in the nation's breweries' economic landscape.
