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Alcoholic Drinks in Germany

August 2022
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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

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
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
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
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

Summary 3 Research Sources

Beer in Germany

KEY DATA FINDINGS

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
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
Lager price band methodology
Summary 4 Lager by Price Band 2021
Summary 5 Number of Breweries 2016-2021
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

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
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
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

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
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
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

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
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
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 6 Benchmark Brands 2021
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

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
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
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
    • Regular Cider/Perry
    • Non Alcoholic Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
    • Non Alcoholic 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
      • 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
      • 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
      • 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
    • Non Alcoholic 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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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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