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2025 Developments
Despite a challenging economic environment with low real GDP growth in 2025, alcoholic drinks in Germany demonstrated resilience in value sales terms even as volumes declined. Volume erosion is driven by shifting consumer behaviours, notably a strong inclination towards moderation among younger adults. The stability in retail value sales amid volume declines signals successful premiumisation and price resilience, particularly in categories like non alcoholic drinks and RTDs, which offset some of the reductions in traditional beer, wine and spirits consumption. The fragmented competitive landscape, led by Radeberger Gruppe and bolstered by a growing private label presence through discounters like Aldi, reflects a cost-conscious consumer base responding to economic stagnation. Embracing functional ingredients, premium non alcoholic options and flavour diversification are pivotal strategies to engage evolving consumer preferences and sustain category importance amid ongoing moderation and shifting consumption occasions.
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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?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Germany
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Chart 2 Kolonne Null Super Premium Non Alcoholic Wine
Declining Volumes Contrast with More Stable Value Sales Amid Changing Consumption Trends
Beer Dominates Volume Despite the Moderation Trend, While Rtds Surge on Innovation
Kolonne Null’S Super Premium Non Alcoholic Wine Exemplifies Nolo Revolution
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Consumers Embrace Moderation, While Value Sales Are Resilient Despite a Subdued Economy
Brands Leverage Flavour, Energy Boost and Nolo Innovation to Engage Consumers
Chart 5 Analyst Insight for Alcoholic Drinks
Rtds to Continue to Leverage Innovation to Drive Growth
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Radeberger Gruppe Leverages a Broad Portfolio to Retain the Lead in a Fragmented Competitive Landscape
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Discounters Win through Aggressive Pricing, While E-Commerce Makes Gradual Gains
On-Trade Struggles Amid Outlet Closures While Fine Weather Supports Seasonal Beer, Rtds and Cider Sales
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
Health Awareness Drives Growth of Nolo Products
Chart 10 Carissima Ice Tea & Wine Spritz
Partnerships with Soft Drinks Firms Fuel Innovation and Variety
Innovation Reshapes Consumer Targeting and Market Dynamics
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Economic Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Chart 16 Consumer Context for Alcoholic Drinks
Beer in Germany
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Brewers Respond to a Challenging Landscape
Lager Dominates Volume While Non/Low Alcohol Beer Drives Growth
Chart 18 Störtebeker Innovates with Banana and Mango Flavours
Störtebeker and Zirndorfer Fuel Flavour and Nolo Innovation
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Moderate Drinking Trend and Economic Outlook Inform Volume Declines
Chart 21 Analyst Insight for Beer
Brewers Innovate with Flavours and Partnerships to Counter Volume Erosion
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Radeberger Gruppe Maintains the Lead with a Wide Portfolio and Strong Distribution
Discounters’ Rising Shares and Local Brand Strength Create Growth Opportunities
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Supermarkets Lead While Discounters Gain through Pricing and Promotions Amid Consumer Caution
Retail E-Commerce Remains Marginalised Due to Delivery and Price Challenges
Brewers Adopt Fruit Flavours to Attract Young Adults and Counter Volume Decline
Chart 26 Gold Ochsen Presents Premium Pils Doppelbock
Regional Breweries Seek to Combine Traditional Recipes with Innovation
Chart 27 Zirndorfer Hell Alkoholfrei, the Brand’S First Non Alcoholic Beer
Product Innovation Extends into the Nolo Revolution
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Economic Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Chart 33 Consumer Context for Beer
Cider/Perry in Germany
Key Data Insights
Cider/Perry Summary
Chart 34 Somersby Zero Targets Health-Conscious Consumers
Somersby Zero Attracts New Consumers and Drives Double-Digit Gains
Bembel with Care Widens Appeal through Flavour Innovation
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Kelterei Heil Leverages Non Alcoholic Innovation to Widen Appeal
European Commission Proposals Drive Premiumisation and Recipe Reformulation
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Carlsberg Deutschland Extends Lead as Innovation and Partnerships Reshape the Competitive Landscape
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Discounters Leverage Promotions to Narrow the Gap with Supermarkets
E-Commerce Remains Marginal as Low Prices Deter Online Expansion
Chart 41 Real Gdp Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Economic Context for Cider/Perry
Chart 44 Population 2020-2030
Chart 45 Population by Generation 2025
Chart 46 Consumer Context for Cider/Perry
Rtds in Germany
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Rtds Gains Momentum through New Product Developments
Chart 48 Ramazzotti Limoncello Summer Apéritif
Spirit-Based Recipes Drive Rapid Gains in Volume and Value Sales
Non Alcoholic Rtds Cater to Mindful Drinking and Broaden Usage Occasions
Chart 49 Volume Sales 2020-2030
Chart 50 Volume Sales by Category 2025
Spirit-Based Rtds Meet Diverse Consumer Preferences
Brands Innovate with Caffeine and Flavour Diversity to Appeal to Young Adults
Chart 51 Analyst Insight for Rtds
Cobranding and Diversification Reshape Competitive Dynamics and Growth Opportunities
Chart 52 Forecast Volume Sales 2020-2030
Chart 53 Forecast Volume Sales by Category 2025-2030
Chart 54 Seccomate Energy-Boosting Wine-Based Rtds
Aldi Einkauf Comes under Pressure From Innovation-Driving Competitors
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Supermarkets Lead Off-Trade Distribution While Discounters Gain Momentum
Chart 57 New Havana Club-Spezi Variant
Players Attract New Consumers with Energy-Boosting and Flavour Innovations
Innovations Cater to Moderation and Consumption Trends
Innovation Impacts Company and Retail Performances
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Economic Context for Rtds
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025
Chart 63 Consumer Context for Rtds
Spirits in Germany
Key Data Insights
Spirits Summary
Chart 64 Key Industry Trends for Spirits
Liqueurs Show Resilience Amid Rising Interest in Apéritif Drinks
Chart 65 Wylda Launches Functional Non Alcoholic Spirit
Non Alcoholic Spirits Broaden Acceptance and Adoption
Rtds and Flavour Experimentation Add Dynamism to Spirits
Chart 66 Volume Sales 2020-2030
Chart 67 Volume Sales by Category 2025
Room for Premiumisation as the Spirits Culture Develops
Chart 68 Analyst Insight for Spirits
Apéritif Occasions and Mindful Drinking to Shape the Biggest and Fastest-Growing Categories
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Campari Leverages Apéritif Momentum to Gain the Top Spot
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Chart 73 Jägermeister's First Fruit-Flavoured Spirit
Discounters Attract Price-Driven Shoppers as Hypermarkets Lose Ground
Picnic Drives E-Commerce Gains as Shoppers Embrace Convenience
Wylda Reshapes Non Alcoholic Spirits Innovation with Functionality
Chart 74 New Passion Fruit Flavour for Bacardi Rum
Innovation Encompasses Ready-To-Drink and Flavour Developments
The Business Impact of Innovation Runs across the Competitive Landscape and the Retail Space
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Economic Context for Spirits
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
Chart 80 Consumer Context for Spirits
Wine in Germany
Key Data Insights
Wine Summary
Chart 81 Key Industry Trends for Wine
Still White Wine Reinforces Lead as Younger Adults Look for "Lighter" Taste Profiles in Wine
Chart 82 Fürst Von Metternich Launches Its First Non Alcoholic Sparkling Wine
Non Alcoholic Wine Shows Dynamism, While Sparkling Wine Adds Value
Chart 83 Volume Sales 2020-2030
Chart 84 Volume Sales by Category 2025
Producers Invest in Premium Positioning and Heritage Initiatives to Add Value to Sales
Chart 85 Analyst Insight for Wine
Still Light Grape Wine to Continue to Dominate Consumption, While Non Alcoholic Wine Drives Growth
Packaging Diversification to Meet Consumer Needs
Chart 86 Forecast Volume Sales 2020-2030
Chart 87 Forecast Volume Sales by Category 2025-2030
Aldi and Lidl Retain Leadership as Brands Close the Price Gap
Chart 88 Company Shares 2025
Chart 89 Brand Shares 2025
Discounters Attract Cost-Conscious Shoppers as Price-Sensitivity Rises
Fürst Von Metternich Accelerates Non Alcoholic Wine Adoption through Premium Innovation
Chart 90 New Lightweight Cardboard Wine Bottles
Rossmann Disrupts Packaging Norms with Lightweight Cardboard Wine Bottles
Chart 91 Geldermann Launches Special Edition Sparkling Wine
Geldermann Leverages Exclusivity and Premiumisation to Engage Discerning Consumers
Chart 92 Real Gdp Growth 2020-2030
Chart 93 Inflation 2020-2030
Chart 94 Economic Context for Wine
Chart 95 Population 2020-2030
Chart 96 Population by Generation 2025
Chart 97 Consumer Context for Wine
Country Reports Disclaimer
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
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- Standard Non Alcoholic Beer
- Malta Style 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.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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