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: 170 | Publication date: Jun 2009
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
Sales decline due to demographic changes and health and wellness trend
Overall sales of alcoholic drinks declined slowly during the review period, as consumers cut back on their consumption of these products. This was partly due to the ageing of the German population, with older consumers typically consuming less alcoholic drinks. In addition, this trend was due to the health and wellness trend, with many consumers cutting back on their consumption of alcoholic drinks in order to lead healthier lifestyles.
Economic uncertainty hinders sales
2008 saw a sharper decline than the review period CAGR. The Germany economy saw its performance decline in the year, with the threat of an approaching recession resulting in many consumers seeking to economise. Consequently, many consumers opted for cheaper alcoholic drinks or cut back their consumption of these products altogether. Malt-based RTDs however remained largely immune to this trend, with affordable pricing, lower strength, innovative launches and strong marketing driving growth.
National breweries lead fragmented shares
Alcoholic drinks in Germany has a long tradition and encompasses a large number of regional players. These often benefit from a loyal consumer base and offer brands with a long tradition. Consequently, shares are highly fragmented, with no player having more than 5% total volume share. The leading players are the national breweries, with Radeberger Gruppe KG, Oettinger Brauerei GmbH and Krombacher Brauerei Bernhard Schadeberg GmbH & Co competing closely. These players are not only strong in beer but also benefit from their presence in RTDs/high-strength premixes.
Discounters gain appeal among price-sensitive consumers
Supermarkets/hypermarkets continued to be the leading off-trade channel for alcoholic drinks in 2008. However, this channel continued to lose share to discounters, which offered a widening range of products, including affordable private label products. With the threat of an economic recession, consumers became more price-sensitive towards the end of the review period, with this further boosting the share of discounters.
Further decline ahead as players struggle to target changing consumer base
The ageing population and a growing focus on health are expected to continue to hinder the growth of alcoholic drinks during the forecast period. Most product areas are highly mature, with little room for further growth, while consumers are cutting back on their consumption of alcoholic drinks in general. Non-alcoholic beer and malt-based RTDs are however set to see good growth, benefiting from their healthier image. Vodka is also expected to see a good performance meanwhile, due to its versatility and the ongoing popularity of the cocktail trend among young consumers.
Table of contents
ALCOHOLIC DRINKS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales decline due to demographic changes and health and wellness trend
Economic uncertainty hinders sales
National breweries lead fragmented shares
Discounters gain appeal among price-sensitive consumers
Further decline ahead as players struggle to target changing consumer base
KEY TRENDS AND DEVELOPMENTS
Economic downturn shapes growth
Increasing polarisation due to income disparity
Health and wellness spurred by ageing population
Continuing rise of discounters
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BITBURGER BRAUEREI TH SIMON GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bitburger Brauerei Th Simon GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Bitburger Brauerei Th Simon GmbH: Competitive Position 2007
BRAUEREI C & A VELTINS GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Brauerei C & A Veltins GmbH & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Brauerei C & A Veltins GmbH & Co KG: Competitive Position 2007
HOLSTEN-BRAUEREI AG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Holsten-Brauerei AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Holsten-Brauerei AG: Competitive Position 2007
KöSTRITZER SCHWARZBIERBRAUEREI GMBH & CO - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Köstritzer Schwarzbierbrauerei GmbH & Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Köstritzer Schwarzbierbrauerei GmbH & Co: Competitive Position 2007
KROMBACHER BRAUEREI BERNHARD SCHADEBERG GMBH & CO - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Key Facts
Summary 13 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Competitive Position 2007
OETTINGER BRAUEREI GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Oettinger Brauerei GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Oettinger Brauerei GmbH: Competitive Position 2007
PAULANER BRAUEREI GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Paulaner Brauerei GmbH & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Paulaner Brauerei GmbH & Co KG: Competitive Position 2007
RACKE GMBH & CO, A - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Racke GmbH & Co, A: Key Facts
Summary 21 Racke GmbH & Co, A: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Racke GmbH & Co, A: Competitive Position 2007
RADEBERGER GRUPPE KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Radeberger Gruppe KG: Key Facts
Summary 24 Radeberger Gruppe KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 Radeberger Gruppe KG: Competitive Position 2007
WARSTEINER BRAUEREI HAUS CRAMER GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Key Facts
Summary 27 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 28 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 29 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Competitive Position 2007
BEER IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 30 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
Table 44 Number of Breweries 2002-2007
CIDER/PERRY IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 45 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 46 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 47 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 48 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 49 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
RTDS/HIGH-STRENGTH PREMIXES IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 50 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 51 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 52 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 53 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 54 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 55 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 56 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 57 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 58 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007
Table 59 RTDS/High-strength Premixes Exports by Country of Destination: Total Volume 2002-2007
Table 60 RTDS/High-strength Premixes Exports by Country of Destination: Total Value 2002-2007
Table 61 RTDS/High-strength Premixes Imports by Country of Origin: Total Volume 2002-2007
Table 62 RTDS/High-strength Premixes Imports by Country of Origin: Total Value 2002-2007
Table 63 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 64 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 65 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 66 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 67 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 68 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 70 Sales of Wine by Subsector: Total Volume 2003-2008
Table 71 Sales of Wine by Subsector: Total Value 2003-2008
Table 72 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 73 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 74 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 75 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 76 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 77 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 78 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 79 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 80 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 81 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 82 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 83 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 84 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 85 Sales of Still Red Wine by Quality Classification 2003-2008
Table 86 Sales of Still White Wine by Quality Classification 2003-2008
Table 87 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 88 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 89 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 90 Wine Exports by Country of Destination: Total Value 2002-2007
Table 91 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 92 Wine Imports by Country of Origin: Total Value 2002-2007
Table 93 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 94 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 95 Brand Shares of Still Light Grape Wine 2004-2007
Table 96 Company Shares of Champagne by National Brand Owner 2004-2007
Table 97 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 98 Brand Shares of Champagne 2004-2007
Table 99 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 100 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 101 Brand Shares of Other Sparkling Wine 2004-2007
Table 102 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 103 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 104 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 105 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 106 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 107 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 108 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN GERMANY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
Published data comparisons
SECTOR DATA
Table 109 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 110 Sales of Spirits by Subsector: Total Value 2003-2008
Table 111 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 112 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 113 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 114 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 115 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 116 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 117 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 118 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 119 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 120 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 121 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 122 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 123 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 124 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 125 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 126 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 127 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 128 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 129 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 130 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 131 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 132 Liqueurs Production: Total Volume 2002-2007
Table 133 Other Spirits Production: Total Volume 2002-2007
Table 134 Company Shares of Spirits by National Brand Owner 2003-2007
Table 135 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 136 Brand Shares of Spirits 2004-2007
Table 137 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 138 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 139 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 140 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013