Home Business Germany’s beer sales decline once more, even with the European Championship in soccer.

Germany’s beer sales decline once more, even with the European Championship in soccer.

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Germany’s beer sales decline once more, even with the European Championship in soccer.


BERLIN — Beer sales in Germany experienced a decline last year, despite the country being the host for the European Football Championship, continuing a troubling trend that has witnessed a decrease of over 10% in sales over the last decade, reaching the lowest levels since at least the 1990s.

According to official statistics released on Monday, brewers and distributors within Germany sold approximately 8.3 billion liters (close to 2.2 billion gallons) of beer in the previous year, reflecting a 1.4% decrease compared to the year before. This number excludes non-alcoholic beers and imports from outside the European Union.

The decrease this past year, while still a decline, was less severe than the previous year’s 4.5% drop in sales, which had followed a brief recovery period as COVID-19 restrictions were lifted across the nation and in the EU. Nonetheless, when compared to 2014 figures, the latest sales represent a 13.7% reduction, as indicated by the Federal Statistical Office.

The persistent decline in beer sales can be attributed to various factors, including growing health concerns among consumers. Domestic sales, which comprise more than 80% of total sales, fell by 2% to 6.8 billion liters last year. While there was a modest increase of 1.6% in exports, largely driven by a 3.1% rise in sales to other EU nations, it was not enough to offset the decline in domestic consumption. Furthermore, exports to countries outside the EU decreased by 0.3%.

Germany hosted the much-anticipated soccer tournament in June and July of last year, which typically attracts many beer-loving spectators. However, this year’s event coincided with an unusually wet summer, which likely deterred fans from frequenting beer gardens and other outdoor venues.