Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Germany witnessed a marginal increase in volume sales during 2024, largely influenced by the weak performance of beer. Despite showing some signs of recovery, beer sales continued to suffer from the overall decline in alcoholic drinks consumption among young adults, and the shift towards RTDs and other alternatives. Nonetheless, the UEFA European Football Championship provided an impetus to beer consumption, held in 10 cities across Germany in the summer of 2024.
2024 key trends
Domestic premium lager was the largest category within alcoholic drinks in 2024, with volume sales falling slightly. As a highly mature category accounting for over 40% of beer volume sales in 2024, it faces challenges from other beer types, notably imported lager. However, as domestic premium lager comprises a large variety of beer styles, it also benefits from the growing popularity of Helles, a Bavarian style of lager increasingly appreciated for its light flavour. Within spirits, the rising popularity of apéritif drinks and spritz cocktails helped other liqueurs achieve robust growth and widen its consumer base.
Competitive landscape
The competitive landscape in alcoholic drinks remained fragmented in 2024, reflecting the dominant presence of local and regional brands in beer. Radeberger Gruppe was the leading company within alcoholic drinks overall in 2024, producing around 40 beer brands covering regional and national beer brands, in addition to distributing international brands. The company bolstered its position with its non-alcoholic beers Clausthaler and Jever Fun and high advertising expenditure behind the Radeberger brand. Private label, led by the discounters Aldi and Lidl, held its position in 2024, following a strong rise in previous years. Brands, especially in beer, focused on promotions and succeeded in maintaining volume share in 2024.
Retail developments
Supermarkets remained the leading off-trade distribution channel for alcoholic drinks in 2024, marginally gaining volume share during the year. Discounters made gains over supermarkets and hypermarkets through aggressive price promotions. The strong performance of discounters in the modern channel led to more intense price pressures, which continued to limit unit price increases and encouraged brands to focus on promotions. Small local grocers, meanwhile, was the most dynamic distribution channel within alcoholic drinks in 2024. This was helped by its position as a major distribution channel for RTDs, and its advantage in terms of proximity and on-the-go consumption.
On-trade vs off-trade split
Despite the continued recovery in on-trade beer volume sales, the on-trade channel in Germany was undermined by the reduction in the overall number of foodservice outlets. The rise of home entertainment and Germany’s weak economy created additional challenges for foodservice outlets. Small breweries are typically present in one region of the country and rely heavily on the on-trade channel, but this channel has yet to fully recover to pre-pandemic levels.
What next for alcoholic drinks?
Volume sales of alcoholic drinks are set to decline over the forecast period. The downward trend reflects the further decline in beer sales as young adults moderate their alcohol consumption. Domestic premium lager, the largest beer category, will remain shaped by intense price battles through promotions, helping to slow the speed of volume decline. The rise of home entertainment and greater heath awareness is expected to undermine volume sales of alcoholic drinks, as seen with the rise of the sober-curious movement, which encourages people to abstain from drinking alcohol for prolonged periods. Alcoholic drinks is likely to remain undermined by cautious consumers who will be reluctant to spend whilst economic uncertainty prevails, leading to lower frequency of consumption, especially for wine.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Germany?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Germany
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Germany
KEY DATA FINDINGS
Modest decline in beer volume sales despite the growth of non alcoholic beer
Fragmented competitive landscape built around regional brands
Discounters is the most dynamic channel as German economy stagnates
Beer sales set to weaken as moderate drinking trend gains traction
Flavour innovations may help beer compete against RTDs
Non-alcoholic beer will benefit from wider product variety
Lager price band methodology
Cider/Perry in Germany
KEY DATA FINDINGS
Growing product diversification helps cider/perry reach a wider audience
Two largest international players dominate but local brands gain share
Discounters remain a minor distribution channel despite making gains
Cider/perry to target new consumers by following cocktails trends and competing against RTDs
Product attributes from other drink categories to be embraced in cider/perry
Premumisation trend set to continue and may be influenced by new legal framework
Rtds in Germany
KEY DATA FINDINGS
Rising popularity of spirit-based RTDs
Strong presence of private label continues to increase
Discounters make gains while on-trade channel faces major challenges
Innovations are expected to support growth with non-alcoholic RTDs coming of age
Greater presence of soft drinks brands expected through co-branding agreements
Mate and tea flavours set to gain prominence as energy boosting is a core attribute
Spirits in Germany
KEY DATA FINDINGS
Challenges remain but popularity of apéritifs and cocktails boosts sales of other liqueurs
Diageo Deutschland is challenged by Campari Deutschland through the rise of Aperol
Weak economy benefits discounters but undermines on-trade sales
Apéritif trend and non-alcoholic spirits set to help mitigate overall decline
Other whiskies is on a quest towards differentiation and exclusivity
Innovations aim to compete against RTDs and build craft positioning
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Germany
KEY DATA FINDINGS
Wine consumption continues to decline
Innovation aims to tackle climate change through sustainable focus
Discounters are the leading channel as rising prices create challenges
Alcohol-free trend will determine success of wine category
Consumers seek added value from wine category
Wine tourism fosters growth opportunities
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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