Alcoholic Drinks in Germany
Euromonitor International's Alcoholic Drinks in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 194 | Publication date: Mar 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Alcoholic drinks market sees a further decline in 2009
The saturated German alcoholic drinks market declined at a slightly faster pace than the overall review period volume CAGR in 2009. Alcoholic drinks volume sales in Germany have been declining since 2006, however 2009 showed a slightly steeper decline than a year earlier due to decreasing consumer demand and the effects of the economic crisis in the country.
Alcoholic drinks with lower alcoholic content the major trend of 2009
Alcoholic drinks with lower alcoholic content are growing in Germany. Product introductions have been made in all alcoholic drinks sectors, including beer, wine and spirits. Almost every major brewery in Germany has at least one product with a reduced alcohol level due to stricter drink-driving laws. Non-alcoholic sparkling wine is likely to grow, since the drink itself is very popular with Germans and there is potential for growth with consumers who do not consume alcohol.
Radeberger Gruppe KG continues to lead the alcoholic drinks market
Radeberger Gruppe KG’s volume share slightly declined in 2009, however, the company continues to clearly lead the German alcoholic drinks market. InBev Germany GmbH held the second spot. The international company InBev is considering a sale of its German division, which manufactures leading brands such as Beck’s. The Radeberger Gruppe KG is interested in taking over the division, which would increase its volume share by two thirds.
Off-trade value sales growing while on-trade outlets suffer
Off-trade outlets managed to continue to post an increase in sales in current value terms, but the on-trade recording declining value sales in 2009. The current economic crisis in Germany is leading to consumers staying in more. The cocooning trend is also having an effect, with consumers visiting on-trade outlets less often, but treating themselves with more exclusive products in off-trade outlets instead.
Alcoholic drinks volume sales will continue to decline in the future
The German alcoholic drinks market is highly saturated and there is also the trend towards healthier lifestyles. These factors will result in further declines in alcoholic drinks volume sales over the forecast period. However, one thing alcoholic drinks manufacturers can look forward to is that the market is likely to start seeing positive growth again from 2011 in terms of value sales.
Table of contents
ALCOHOLIC DRINKS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks market sees a further decline in 2009
Alcoholic drinks with lower alcoholic content the major trend of 2009
Radeberger Gruppe KG continues to lead the alcoholic drinks market
Off-trade value sales growing while on-trade outlets suffer
Alcoholic drinks volume sales will continue to decline in the future
KEY TRENDS AND DEVELOPMENTS
Polarisation driving German consumers demand apart
Rejuvenation of well-known drinks with different flavours
Impact of the credit crunch on German alcoholic drinks consumption
Move towards drinks with a lower alcohol content
Specialist Retailers
Summary 1 Leading Specialist Retailers 2008
Market Merger and Acquisition Activity
Summary 2 Merger and Acquisition Activity 2008-2009
Summary 3 Speculated Merger and Acquisition Activity 2009-2010
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 3 Selling Margin of a Typical Beer Brand 2009 - Oettinger
Table 4 Selling Margin of a Typical Wine Brand 2009 – Gallo Family
Table 5 Selling Margin of a Typical Spirits Brand 2009 Bacardi
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Published data comparisons
Summary 4 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BERENTZEN-GRUPPE AG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Berentzen-Gruppe AG: Key Facts
Summary 6 Berentzen-Gruppe AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Berentzen-Gruppe AG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 8 Berentzen-Gruppe AG: Competitive Position 2009
BITBURGER BRAUGRUPPE GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Bitburger Braugruppe GmbH: Key Facts
Summary 10 Bitburger Braugruppe GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Bitburger Braugruppe GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 12 Bitburger Braugruppe GmbH: Competitive Position 2009
BRAUEREI BECK GMBH & CO - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Brauerei Beck GmbH & Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Brauerei Beck GmbH & Co: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 15 Brauerei Beck GmbH & Co: Competitive Position 2009
CARLSBERG DEUTSCHLAND GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Carlsberg Deutschland GmbH: Key Facts
Summary 17 Carlsberg Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Carlsberg Deutschland GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 19 Carlsberg Deutschland GmbH: Competitive Position 2009
HARDENBERG WILTHEN AG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Hardenberg Wilthen AG: Key Facts
Summary 21 Hardenberg Wilthen AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 22 Hardenberg Wilthen: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 23 Hardenberg Wilthen: Competitive Position 2009
HENKELL & SöHNLEIN SEKTKELLEREIEN KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Henkell & Co Sektkellerei KG: Key Facts
Summary 25 Henkell & Co Sektkellerei KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 26 Henkell & Co Sektkellerei KG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 27 Henkell & Co Sektkellerei KG: Competitive Position 2009
KROMBACHER BRAUEREI BERNHARD SCHADEBERG GMBH & CO - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Key Facts
Summary 29 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 31 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Competitive Position 2009
OETTINGER BRAUEREI GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Oettinger Brauerei GmbH: Key Facts
Summary 33 Oettinger Brauerei GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 34 Oettinger Brauerei GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 35 Oettinger Brauerei GmbH: Competitive Position 2009
RADEBERGER GRUPPE KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Radeberger Gruppe KG: Key Facts
Summary 37 Radeberger Gruppe KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 38 Radeberger Gruppe KG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 39 Radeberger Gruppe KG: Competitive Position 2009
ROTKäPPCHEN SEKTKELLEREI GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 40 Rotkäppchen Sektkellerei GmbH: Key Facts
Summary 41 Rotkäppchen Sektkellerei GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 42 Rotkäppchen Sektkellerei GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 43 Rotkäppchen Sektkellerei GmbH: Competitive Position 2009
BEER IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 44 Lager by Price Band 2009
SECTOR DATA
Table 22 Number of Breweries 2003-2008
Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
Table 24 Sales of Beer by Subsector: Total Value 2004-2009
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
Table 36 Company Shares of Beer by National Brand Owner 2005-2009
Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
Table 38 Brand Shares of Beer 2006-2009
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2007-2009
Table 44 Sales of Cider/Perry: Total Value 2007-2009
Table 45 Sales of Cider/Perry: % Total Volume Growth 2007-2009
Table 46 Sales of Cider/Perry: % Total Value Growth 2007-2009
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2007-2009
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2007-2009
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2007-2009
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2007-2009
Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2003-2008
Table 52 Cider/Perry Exports by Country of Destination: Total Volume 2003-2008
Table 53 Cider/Perry Exports by Country of Destination: Total Value 2003-2008
Table 54 Cider/Perry Imports by Country of Origin: Total Volume 2003-2008
Table 55 Cider/Perry Imports by Country of Origin: Total Value 2003-2008
Table 56 Company Shares of Cider/Perry by National Brand Owner 2005-2009
Table 57 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
Table 58 Brand Shares of Cider/Perry 2006-2009
Table 59 Forecast Sales of Cider/Perry: Total Volume 2009-2014
Table 60 Forecast Sales of Cider/Perry: Total Value 2009-2014
Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 72 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 73 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Wine by Subsector: Total Volume 2004-2009
Table 79 Sales of Wine by Subsector: Total Value 2004-2009
Table 80 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 81 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 86 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 87 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 88 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 89 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 90 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 91 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 92 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 93 Sales of Still Red Wine by Quality Classification 2004-2009
Table 94 Sales of Still White Wine by Quality Classification 2004-2009
Table 95 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 96 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 97 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 98 Wine Exports by Country of Destination: Total Value 2003-2008
Table 99 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 100 Wine Imports by Country of Origin: Total Value 2003-2008
Table 101 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 102 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 103 Brand Shares of Still Light Grape Wine 2006-2009
Table 104 Company Shares of Champagne by National Brand Owner 2005-2009
Table 105 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 106 Brand Shares of Champagne 2006-2009
Table 107 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 108 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 109 Brand Shares of Other Sparkling Wine 2006-2009
Table 110 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2005-2009
Table 111 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2005-2009
Table 112 Brand Shares of Fortified Wine and Vermouth 2006-2009
Table 113 Company Shares of Non-grape Wine by National Brand Owner 2005-2009
Table 114 Company Shares of Non-grape Wine by Global Brand Owner 2005-2009
Table 115 Brand Shares of Non-grape Wine 2006-2009
Table 116 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 117 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 118 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 119 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 120 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 121 Sales of Spirits by Subsector: Total Value 2004-2009
Table 122 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 123 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 124 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 125 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 126 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 127 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 128 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 129 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 130 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 131 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 132 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 133 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 134 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 135 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 136 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 137 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 138 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 139 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 140 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 141 Tequila Production, Imports and Exports: Total Volume 2003-2008
Table 142 Liqueurs Production: Total Volume 2003-2008
Table 143 Other Spirits Production: Total Volume 2003-2008
Table 144 Company Shares of Spirits by National Brand Owner 2005-2009
Table 145 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 146 Brand Shares of Spirits 2006-2009
Table 147 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 148 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 149 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 150 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014