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Alcoholic Drinks in
Germany

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Executive Summary

Jul 2019
Successful year for alcoholic drinks, an exception in light of growing health awareness

In 2018, alcoholic drinks in Germany recorded its strongest total volume growth of the review period. This development was on the one hand, driven by the long and hot summer and on the other, by various new product launches in trending categories.

Mindful drinking trend continues to grow as consumers prefer quality over quantity

Health and wellness trends strongly impacted alcoholic drinks over the review period, placing downward pressure on volume sales. The healthy lifestyle megatrend has manifested itself in different ways, including rising demand for non alcoholic beer, growth in natural wines and the increasing use of natural botanicals as gin ingredients.

Increasing focus on craft and provenance impacts competitive environment

The competitive landscape remained fairly stable in 2018 with no major changes to the leading positions of companies in terms of total volume share. Traditionally, beer players dominate the alcoholic drinks landscape in Germany in terms of volume sales, led by Radeberger Gruppe KG.

Supermarkets and internet retailing continue to increase share of distribution

The most dynamic distribution channels through off-trade in 2018 were supermarkets and internet retailing, continuing a trend observed across the categories. The extended product range, including a greater range of premium and craft alcoholic drinks, and quality perception offered by supermarkets such as Rewe and Edeka continued to persuade an increasing number of consumers to frequent this channel.

Changing lifestyle trends will impact market growth

Total volume sales of alcoholic drinks are expected to remain stagnant over the forecast period, largely as a consequence of the healthy lifestyle trend and maturity of the market leading to a reduction in alcohol consumption. However, opportunities will emerge within one of the largest alcoholic drinks markets globally.

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Alcoholic Drinks in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Alcoholic Drinks in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Germany?
  • What are the major brands in Germany?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

Successful year for alcoholic drinks, an exception in light of growing health awareness
Mindful drinking trend continues to grow as consumers prefer quality over quantity
Increasing focus on craft and provenance impacts competitive environment
Supermarkets and internet retailing continue to increase share of distribution
Changing lifestyle trends will impact market growth

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Germany

HEADLINES

PROSPECTS

Volume sales set to decline
Premium, craft, hybrid – consumption behaviour is shifting
Demand for non/low alcohol beer to continue to rise

COMPETITIVE LANDSCAPE

Radeberger Gruppe remains unchallenged at the top
Krombacher posts fastest total volume growth of top five
Non/low alcohol beer offers new product development

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Germany

HEADLINES

PROSPECTS

Cider to maintain momentum
Off-trade to grow faster than on-trade
Cider has the potential to become the new fashionable drink

COMPETITIVE LANDSCAPE

Somersby continues to dominate cider in Germany
Kelterei Heil continues to challenge leading international players
Domestic craft cider increasingly visible

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2013-2018
Table 35 Sales of Cider/Perry: Total Value 2013-2018
Table 36 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 37 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 45 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 46 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Spirits in Germany

HEADLINES

PROSPECTS

Volume sales set to decline
Premiumisation and craft effect in spirits
Gin and whiskies to record strongest total volume growth

COMPETITIVE LANDSCAPE

Campari closes the gap with Pernod Ricard
Brands of whiskies amongst the fastest growing
Number of local micro-distilleries increases as craft spirits gain traction

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2013-2018
Table 50 Sales of Spirits by Category: Total Value 2013-2018
Table 51 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 58 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 60 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 61 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 63 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 64 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 65 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 66 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 67 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Germany

HEADLINES

PROSPECTS

Changing demographic and consumption behaviour leads to declining wine sales
Alternative wines determine future performance
Online sales of wine set to gain in popularity

COMPETITIVE LANDSCAPE

Big players: Rotkäppchen-Mumm and private label
Domestic wine and exotic wines from overseas
Organic and sustainable wine production

CATEGORY DATA

Table 70 Sales of Wine by Category: Total Volume 2013-2018
Table 71 Sales of Wine by Category: Total Value 2013-2018
Table 72 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 73 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 75 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 85 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 86 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 87 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 91 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 92 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 93 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 94 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 95 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 96 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 97 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 98 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 99 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 100 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Germany

HEADLINES

PROSPECTS

Spirit-based RTDs offer greatest potential
Wine-based RTDs expected to stagnate
Innovation will be key for continuing growth

COMPETITIVE LANDSCAPE

Brown-Forman extends its strong position
Diageo experiences renewed RTDs success
Pernod Ricard extends its spirit-based RTDs range

CATEGORY DATA

Table 101 Sales of RTDS by Category: Total Volume 2013-2018
Table 102 Sales of RTDS by Category: Total Value 2013-2018
Table 103 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 104 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 105 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 106 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 107 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 108 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 109 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 110 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 111 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 112 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 113 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 114 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 115 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023