Why German beer is going flat

German beer has been an important part of the country’s culture and history for centuries. When tourists think about travelling to Germany, many consider visiting one of the beer gardens in Bavaria or elsewhere. The Oktoberfest is not just the world’s largest Volksfest, but also represents Germany’s fun side. But how much appetite is there for German beer still? Beer exports were down six per cent in 2024 compared to ten years ago, according to figures released by the country’s Federal Statistical Office. Meanwhile, beer consumption in Germany has dropped by 15.1 per cent in the same period.

That many Germans appear to be snubbing beer spells trouble for the country’s brewers. Last year, Germany hosted the European football championships. You might have thought that this would be a godsend to beer-makers, but this wasn’t the case: 2024 was anything but a success.