Alcoholic Drinks in Germany

Alcoholic Drinks in Germany

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

SOURCES

Summary 1 Research Sources

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2015-2020
Table 18 Sales of Beer by Category: Total Value 2015-2020
Table 19 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 20 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 25 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 26 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 27 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 28 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 29 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

CATEGORY DATA

Table 32 Sales of Wine by Category: Total Volume 2015-2020
Table 33 Sales of Wine by Category: Total Value 2015-2020
Table 34 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 35 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 41 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 47 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 48 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 49 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 59 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 60 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2015-2020
Table 64 Sales of Spirits by Category: Total Value 2015-2020
Table 65 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 66 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 72 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 74 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 75 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 77 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 78 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 79 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 80 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 81 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

CATEGORY DATA

Table 84 Sales of Cider/Perry: Total Volume 2015-2020
Table 85 Sales of Cider/Perry: Total Value 2015-2020
Table 86 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 87 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 88 Sales of Cider/Perry: Total Volume 2017-2020
Table 89 Sales of Cider/Perry: Total Value 2017-2020
Table 90 Sales of Cider/Perry: % Total Volume Growth 2017-2020
Table 91 Sales of Cider/Perry: % Total Value Growth 2017-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 95 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 96 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2020
Table 97 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2020
Table 98 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2020
Table 99 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2020
Table 100 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 101 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 102 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 103 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 104 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 105 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 106 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

CATEGORY DATA

Table 107 Sales of RTDs by Category: Total Volume 2015-2020
Table 108 Sales of RTDs by Category: Total Value 2015-2020
Table 109 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 110 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 111 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 112 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 113 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 114 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 115 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 116 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 117 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 118 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 119 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 120 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 121 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 122 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 123 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 124 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 125 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 126 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 127 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 128 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 129 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 130 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 131 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 132 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 133 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 134 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 135 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 136 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 137 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 138 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Germany

KEY DATA FINDINGS

2020 IMPACT

Robust off-trade sales fail to alleviate deep crisis facing many brewers

Resilience of domestic premium lager helps mitigate overall decline in beer sales

Premium and craft beer brands make gains, while the largest brands face intense off-trade price battles and on-trade losses

RECOVERY AND OPPORTUNITIES

Overall beer sales set to remain undermined by struggling on-trade channel

The upheaval created by COVID-19 expected to have a longer-lasting ripple effect

Further premiumisation through local positioning and craft beer

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2020
Table 139 Number of Breweries 2014-2019

CATEGORY DATA

Table 140 Sales of Beer by Category: Total Volume 2015-2020
Table 141 Sales of Beer by Category: Total Value 2015-2020
Table 142 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 143 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 144 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 145 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 146 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 147 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 148 Sales of Beer by Craft vs Standard 2015-2020
Table 149 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 150 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 151 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 152 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 153 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 154 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 155 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Germany

KEY DATA FINDINGS

2020 IMPACT

Shift towards off-trade consumption fuels premiumisation and boosts sales of local wine

Seasonal trends favour still rosé wine while sparkling wine suffers from winter lockdown

Covid-19 gives a boost to private label in an otherwise fragmented environment

RECOVERY AND OPPORTUNITIES

Socio-demographic challenges expected to reduce the scope of the recovery

Authenticity, provenance and sustainability credentials set to boost sales of premium wine

Modest recovery expected across most major wine categories

CATEGORY DATA

Table 156 Sales of Wine by Category: Total Volume 2015-2020
Table 157 Sales of Wine by Category: Total Value 2015-2020
Table 158 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 159 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 160 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 161 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 162 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 163 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 164 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 165 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 166 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 167 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 168 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 169 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 170 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 171 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 172 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 173 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 174 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 175 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 176 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 177 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 178 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 179 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 180 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 181 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 182 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 183 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 184 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 185 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 186 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 crisis accelerates the decline in spirits consumption and the rise of non-alcoholic spirits

Craft spirits and local provenance help maintain off-trade sales in most spirits categories

COVID-19 crisis favours brands consumed mostly in summer and through off-trade channels

RECOVERY AND OPPORTUNITIES

On-trade sales expected to remain lower than in the years before the COVID-19 crisis

Shift towards moderation in alcohol consumption among young adults

Craft spirits set to continue making gains, helped by a shift towards e-commerce

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2020

CATEGORY DATA

Table 187 Sales of Spirits by Category: Total Volume 2015-2020
Table 188 Sales of Spirits by Category: Total Value 2015-2020
Table 189 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 190 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 191 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 192 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 193 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 194 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 195 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 196 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 197 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 198 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 199 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 200 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 201 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 202 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 203 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 204 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 205 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 206 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 207 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 crisis hits growth in both the off-trade and on-trade channels

Healthier recipes and natural ingredients as a core positioning

Domestic players challenging the dominance of foreign brands

RECOVERY AND OPPORTUNITIES

Challenges in the on-trade channel set to favour a shift towards off-trade sales

Potential to appeal to a wider consumer base remains strong

Cider/perry remains vulnerable to the competition from other alcoholic drinks

CATEGORY DATA

Table 208 Sales of Cider/Perry: Total Volume 2015-2020
Table 209 Sales of Cider/Perry: Total Value 2015-2020
Table 210 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 211 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 212 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 213 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 214 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 215 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 216 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 217 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 218 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 219 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 220 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 221 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 222 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Germany

KEY DATA FINDINGS

2020 IMPACT

Spike in off-trade volume sales offsets the decline seen in the on-trade channel

Product innovations help RTDs reach a wider audience

Largest player in spirit-based RTDs and private label make gains

RECOVERY AND OPPORTUNITIES

Higher level of maturity of RTDs and shifts in on-trade consumption habits set to hit growth

Innovations have the potential to retain consumer interest in spirit-based RTDs

Emergence of hard seltzers could reshape RTDs

CATEGORY DATA

Table 223 Sales of RTDs by Category: Total Volume 2015-2020
Table 224 Sales of RTDs by Category: Total Value 2015-2020
Table 225 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 226 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 227 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 228 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 229 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 230 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 231 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 232 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 233 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 234 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 235 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 236 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 237 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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