Competitive Landscape
Brau-Union Loses Ground as Smaller Brewers Gain Share
Beer remains highly concentrated in Austria, with Brau-Union Österreich AG holding a substantial lead in 2025 with a 48% total volume share. However, concentration gradually declined over the five years to 2025, as Brau-Union’s share decreased from 51% in 2020.
Product Innovation and Local Loyalty Fuel New Growth Paths
The evolving competitive environment in 2025 was characterised by notable innovation in both product development and branding, particularly among smaller breweries and independent players. While Brau-Union and other major manufacturers are responding to market changes, much of the recent momentum has come from breweries with deep regional roots and strong local identities.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Austria 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.
If you're in the Beer industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Austria 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 Beer in Austria?
- Where is consumer demand for Beer 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 Austria?
- How are products distributed in Austria?
- 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?
Beer in Austria - Category analysis
Key Data Insights
Beer Summary
Brauerei Ried Shifts to Smaller Bottles as Cross-Border Sales Drop
Zwettler Frei Expands Non Alcoholic Draught Options to Meet Evolving Demand
Mo’S Hell Yeah! Modernises Branding to Win Younger Adult Drinkers
Brewers Target Health-Conscious Drinkers with Non Alcoholic Launches
Retailers Adapt to Deposit System as Discounters Expand Beer Range
Freshly Tapped Non Alcoholic Options Drive Innovation in Pubs
Brau-Union Loses Ground as Smaller Brewers Gain Share
Product Innovation and Local Loyalty Fuel New Growth Paths
Discounter Players Boost Beer Variety as Supermarkets Channel Loses Share
Major Retailers Retreat From Online Beer Sales Amid Cost Pressures
Alcoholic Drinks in Austria - Industry Overview
2025 Developments
Key Data Insights
Shifting Drinking Habits among Younger Demographic
Stibitzer’S Expansion Demonstrates Rtds’ Appeal as Beer Leads in Scale but Not Growth
Höllinger’S Non Alcoholic Launches Reflect Demand for Moderation and New Experiences
Younger Adults Drive Moderation as Rtds Gain Favour
Producers Expand Non Alcoholic Lines to Counter Falling Demand
Sluggish Gdp Growth Limits Rebound While Lighter Drinks Gain Ground
Brau-Union’S Shrinking Lead Highlights Shift to Local Brewers
Discounter Players Expand Beer Range as Deposit Law Reshapes Retail
Grocery Retailers Cut Online Sales as Costs Rise and Margins Fall
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
Taxation and Duty Levies
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
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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
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy 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 report originates from Passport, our Beer research and analysis database.
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