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Alcoholic Drinks in Germany

Published Jul 08, 2025
Length 75 Pages
SKU # EP20199921

Description

Alcoholic drinks in Germany witnessed a marginal increase in volume sales during 2024, largely influenced by the weak performance of beer. Despite showing some signs of recovery, beer sales continued to suffer from the overall decline in alcoholic drinks consumption among young adults, and the shift towards RTDs and other alternatives. Nonetheless, the UEFA European Football Championship provided an impetus to beer consumption, held in 10 cities across Germany in the summer of 2024.

Euromonitor International's Alcoholic Drinks in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Alcoholic Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

75 Pages
Alcoholic Drinks in Germany
Euromonitor International
July 2025
List Of Contents And Tables
ALCOHOLIC DRINKS IN GERMANY
EXECUTIVE SUMMARY
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
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 2019-2024
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
BEER IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Modest decline in beer volume sales despite the growth of non alcoholic beer
Fragmented competitive landscape built around regional brands
Discounters is the most dynamic channel as German economy stagnates
PROSPECTS AND OPPORTUNITIES
Beer sales set to weaken as moderate drinking trend gains traction
Flavour innovations may help beer compete against RTDs
Non-alcoholic beer will benefit from wider product variety
CATEGORY BACKGROUND
Lager price band methodology
Summary 2 Lager by Price Band 2024
CATEGORY DATA
Table 16 Sales of Beer by Category: Total Volume 2019-2024
Table 17 Sales of Beer by Category: Total Value 2019-2024
Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
Table 24 Sales of Beer by Craft vs Standard 2019-2024
Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
WINE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wine consumption continues to decline
Innovation aims to tackle climate change through sustainable focus
Discounters are the leading channel as rising prices create challenges
PROSPECTS AND OPPORTUNITIES
Alcohol-free trend will determine success of wine category
Consumers seek added value from wine category
Wine tourism fosters growth opportunities
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2019-2024
Table 33 Sales of Wine by Category: Total Value 2019-2024
Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
Table 41 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
SPIRITS IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Challenges remain but popularity of apéritifs and cocktails boosts sales of other liqueurs
Diageo Deutschland is challenged by Campari Deutschland through the rise of Aperol
Weak economy benefits discounters but undermines on-trade sales
PROSPECTS AND OPPORTUNITIES
Apéritif trend and non-alcoholic spirits set to help mitigate overall decline
Other whiskies is on a quest towards differentiation and exclusivity
Innovations aim to compete against RTDs and build craft positioning
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2024
CATEGORY DATA
Table 63 Sales of Spirits by Category: Total Volume 2019-2024
Table 64 Sales of Spirits by Category: Total Value 2019-2024
Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029
CIDER/PERRY IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growing product diversification helps cider/perry reach a wider audience
Two largest international players dominate but local brands gain share
Discounters remain a minor distribution channel despite making gains
PROSPECTS AND OPPORTUNITIES
Cider/perry to target new consumers by following cocktails trends and competing against RTDs
Product attributes from other drink categories to be embraced in cider/perry
Premumisation trend set to continue and may be influenced by new legal framework
CATEGORY DATA
Table 84 Sales of Cider/Perry: Total Volume 2019-2024
Table 85 Sales of Cider/Perry: Total Value 2019-2024
Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising popularity of spirit-based RTDs
Strong presence of private label continues to increase
Discounters make gains while on-trade channel faces major challenges
PROSPECTS AND OPPORTUNITIES
Innovations are expected to support growth with non-alcoholic RTDs coming of age
Greater presence of soft drinks brands expected through co-branding agreements
Mate and tea flavours set to gain prominence as energy boosting is a core attribute
CATEGORY DATA
Table 99 Sales of RTDs by Category: Total Volume 2019-2024
Table 100 Sales of RTDs by Category: Total Value 2019-2024
Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

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