Alcoholic Drinks in Germany

Name: Alcoholic Drinks in Germany
Brand: Euromonitor International
Price: 2450 USD

August 2022

USD 2,450

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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?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?

Download Table of Contents

Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture

2021 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026

Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026

Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026

Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age

Drink driving

Advertising

Smoking ban

Opening hours

On-trade establishments

Summary 1 Number of On-trade Establishments by Type 2016-2021

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021

Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021

Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021

Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021

Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021

Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021

Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021

Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021

Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021

Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021

Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021

Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026

Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026

Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026

Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Germany

KEY DATA FINDINGS

2021 DEVELOPMENTS

Focus on off-trade channel defined by price pressures creates challenges for brewers

Premiumisation strategies focus on retro-style and authenticity to evade price battles

Premium regional brands and craft beer make gains but remain strongly involved in price battles

PROSPECTS AND OPPORTUNITIES

Off-trade sales set to stagnate but differentiation strategies may boost premium lager

Flavoured/mixed lager and non-alcoholic beer set to remain driven by innovation

Personalisation, sustainability and e-commerce strategies to boost consumer loyalty

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2021

Summary 5 Number of Breweries 2016-2021

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2016-2021

Table 18 Sales of Beer by Category: Total Value 2016-2021

Table 19 Sales of Beer by Category: % Total Volume Growth 2016-2021

Table 20 Sales of Beer by Category: % Total Value Growth 2016-2021

Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021

Table 22 Sales of Beer by Off-trade vs On-trade: Value 2016-2021

Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021

Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021

Table 25 Sales of Beer by Craft vs Standard 2016-2021

Table 26 GBO Company Shares of Beer: % Total Volume 2017-2021

Table 27 NBO Company Shares of Beer: % Total Volume 2017-2021

Table 28 LBN Brand Shares of Beer: % Total Volume 2018-2021

Table 29 Forecast Sales of Beer by Category: Total Volume 2021-2026

Table 30 Forecast Sales of Beer by Category: Total Value 2021-2026

Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026

Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Germany

KEY DATA FINDINGS

2021 DEVELOPMENTS

Cider/perry appeals to a growing consumer base but faces headwinds

Focus on natural ingredients, organic products and emergence of non-alcoholic cider

Two global players maintain dominance of consolidated category

PROSPECTS AND OPPORTUNITIES

New entrants expected to add excitement and widen consumer base

Increasingly diverse offer to sustain interest in cider/perry

Challenges in sustaining interest in cider/perry among young adults

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2016-2021

Table 34 Sales of Cider/Perry: Total Value 2016-2021

Table 35 Sales of Cider/Perry: % Total Volume Growth 2016-2021

Table 36 Sales of Cider/Perry: % Total Value Growth 2016-2021

Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021

Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021

Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021

Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021

Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021

Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021

Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021

Table 44 Forecast Sales of Cider/Perry: Total Volume 2021-2026

Table 45 Forecast Sales of Cider/Perry: Total Value 2021-2026

Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026

Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026

Rtds in Germany

KEY DATA FINDINGS

2021 DEVELOPMENTS

Double-digit growth driven by flavour innovation and rising consumption at home

Other RTDs driven by gradual emergence of hard seltzers

Brown-Forman maintains strong lead of spirit-based RTDs but faces growing challengers

PROSPECTS AND OPPORTUNITIES

Hard seltzers expected to appeal to an expanding audience

Greater product variety and craft positioning set to boost the appeal of spirit-based RTDs

Low sugar and low alcohol recipes expected to become increasingly prevalent

CATEGORY DATA

Table 48 Sales of RTDs by Category: Total Volume 2016-2021

Table 49 Sales of RTDs by Category: Total Value 2016-2021

Table 50 Sales of RTDs by Category: % Total Volume Growth 2016-2021

Table 51 Sales of RTDs by Category: % Total Value Growth 2016-2021

Table 52 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021

Table 53 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021

Table 54 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021

Table 55 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021

Table 56 GBO Company Shares of RTDs: % Total Volume 2017-2021

Table 57 NBO Company Shares of RTDs: % Total Volume 2017-2021

Table 58 LBN Brand Shares of RTDs: % Total Volume 2018-2021

Table 59 Forecast Sales of RTDs by Category: Total Volume 2021-2026

Table 60 Forecast Sales of RTDs by Category: Total Value 2021-2026

Table 61 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026

Table 62 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Germany

KEY DATA FINDINGS

2021 DEVELOPMENTS

Gin and whiskies remain driven by premium and craft brands alongside new flavours

Non-alcoholic sprits emerging as a distinct product

Pernod Ricard regains leadership, while Henkell & Co Sektkellerei remains leading domestic player

PROSPECTS AND OPPORTUNITIES

Moderate alcohol consumption in tandem with appreciation for natural premium recipes

A more diverse spirits offer, with some blurring of traditional category boundaries

Off-trade consumption takes precedence over on-trade

CATEGORY BACKGROUND

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

Summary 6 Benchmark Brands 2021

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2016-2021

Table 64 Sales of Spirits by Category: Total Value 2016-2021

Table 65 Sales of Spirits by Category: % Total Volume Growth 2016-2021

Table 66 Sales of Spirits by Category: % Total Value Growth 2016-2021

Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021

Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021

Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021

Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021

Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2016-2021

Table 72 Sales of White Rum by Price Platform: % Total Volume 2016-2021

Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021

Table 74 Sales of English Gin by Price Platform: % Total Volume 2016-2021

Table 75 Sales of Vodka by Price Platform: % Total Volume 2016-2021

Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021

Table 77 GBO Company Shares of Spirits: % Total Volume 2017-2021

Table 78 NBO Company Shares of Spirits: % Total Volume 2017-2021

Table 79 LBN Brand Shares of Spirits: % Total Volume 2018-2021

Table 80 Forecast Sales of Spirits by Category: Total Volume 2021-2026

Table 81 Forecast Sales of Spirits by Category: Total Value 2021-2026

Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026

Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Germany

KEY DATA FINDINGS

2021 DEVELOPMENTS

Wine consumption habits altered by impact of pandemic

Rise of still rosé wine and sparkling wine helps maintain volume sales in mature category

Robust performance of largest brand amid erosion of private label from discounters

PROSPECTS AND OPPORTUNITIES

Younger Germans expected to drink less wine than older generations

Focus on local provenance positioning and sustainability strategies

Rosé and still wine set to be driven by wider assortment of German wine, while vermouth is expected to reach a new audience

CATEGORY DATA

Table 84 Sales of Wine by Category: Total Volume 2016-2021

Table 85 Sales of Wine by Category: Total Value 2016-2021

Table 86 Sales of Wine by Category: % Total Volume Growth 2016-2021

Table 87 Sales of Wine by Category: % Total Value Growth 2016-2021

Table 88 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021

Table 89 Sales of Wine by Off-trade vs On-trade: Value 2016-2021

Table 90 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021

Table 91 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021

Table 92 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021

Table 93 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021

Table 94 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021

Table 95 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021

Table 96 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021

Table 97 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021

Table 98 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021

Table 99 GBO Company Shares of Champagne: % Total Volume 2017-2021

Table 100 NBO Company Shares of Champagne: % Total Volume 2017-2021

Table 101 LBN Brand Shares of Champagne: % Total Volume 2018-2021

Table 102 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021

Table 103 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021

Table 104 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021

Table 105 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021

Table 106 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021

Table 107 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021

Table 108 GBO Company Shares of Non-grape Wine: % Total Volume 2017-2021

Table 109 NBO Company Shares of Non-grape Wine: % Total Volume 2017-2021

Table 110 LBN Brand Shares of Non-grape Wine: % Total Volume 2018-2021

Table 111 Forecast Sales of Wine by Category: Total Volume 2021-2026

Table 112 Forecast Sales of Wine by Category: Total Value 2021-2026

Table 113 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026

Table 114 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026

The following categories and subcategories are included:

Alcoholic Drinks

- - Ale
  - Sorghum
  - Weissbier/Weizen/Wheat Beer
- - Flavoured/Mixed Lager
  - - - Domestic Premium Lager
      - Imported Premium Lager
    - - Domestic Mid-Priced Lager
      - Imported Mid-Priced Lager
    - - Domestic Economy Lager
      - Imported Economy Lager
  - - - Domestic Premium Lager
      - Domestic Mid-Priced Lager
      - Domestic Economy Lager
    - - Imported Premium Lager
      - Imported Mid-Priced Lager
      - Imported Economy Lager
- - Low Alcohol Beer
  - Non Alcoholic Beer
- Stout
Cider/Perry
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- - Brandy
  - Cognac
- - Bitters
  - Cream-based Liqueurs
  - Other Liqueurs
- Non Alcoholic Spirits
- - - Prestige Dark Rum
    - Ultra Premium Dark Rum
    - Super Premium Dark Rum
    - Premium Dark Rum
    - Standard Dark Rum
    - Economy Dark Rum
  - - Prestige White Rum
    - Ultra Premium White Rum
    - Super Premium White Rum
    - Premium White Rum
    - Standard White Rum
    - Economy White Rum
- Tequila (and Mezcal)
- - Bourbon/Other US Whiskey
  - Canadian Whisky
  - Irish Whiskey
  - Japanese Whisky
  - - Blended Malt Scotch Whisky
    - - 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
  - Other Whiskies
- - - - Prestige English Gin
      - Ultra Premium English Gin
      - Super Premium English Gin
      - Premium English Gin
      - Standard English Gin
      - Economy English Gin
    - Dutch Gin
  - - Prestige Vodka
    - Ultra Premium Vodka
    - Super Premium Vodka
    - Premium Vodka
    - Standard Vodka
    - Economy Vodka
- - Absinthe
  - Ad-Mix Brandy
  - Ad-Mix Gin
  - Ad-Mix Rum
  - Ad-Mix Vodka
  - Ad-Mix Whisky
  - Aguardente/Aguardiente
  - Akvavit/Aquavit
  - Aniseed-Flavoured Spirits
  - Borovicka
  - Boukha
  - Brandy Type Distilled Spirits
  - Cachaça
  - Calvados
  - Cane
  - Chacha
  - Charanda
  - Chinese Herbal Spirits
  - Chinese Spirits
  - Cut Brandy
  - 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
  - Nastoyka Gorkaya
  - 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
- - Port
  - Sherry
  - Vermouth
  - Other Fortified Wine
- - 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
  - Local Non-Grape Wine
  - Lower Mid-Range Rice Wine
  - Non-Grape Dessert Wine
  - Premium Rice Wine
  - Rice Wine
  - Sake
  - Takju
  - Upper Mid-Range Rice Wine
  - Yakju
  - Yellow Wine
  - Other Non-Grape Wine
- - Champagne
  - Other Sparkling Wine
- - Still Red Wine
  - Still Rosé Wine
  - Still White Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions

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