Alcoholic Drinks - Germany | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$28.0bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$28.6bn in 2024.
Revenue, combined amounts to US$56.6bn in 2024.
The revenue, at home is expected to grow annually by 0.89% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$208bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$336.30 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 8.3bn L by 2024.
Volume, out-of-home is expected to amount to 1.6bn L in 2024.
Volume, combined is expected to amount to 10.0bn L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of -1.4% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 99.79L in 2024.

Definition:

The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation.

Structure:

The Alcoholic Drinks market is divided into 5 markets:

The Beer market encompasses fermented beverages based on malt. The Beer market is further divided into the markets Alcoholic Beer and Non-Alcoholic Beer.
The Spirits market encompasses alcoholic beverages that are produced through the distillation of wine, fermented fruits, or grains. It contains the Whisky, Vodka, Rum, Gin, Brandy, Soju, Tequila, and Liqueurs & Other Spirits markets.
The Wine market encompasses all fermented juices made from grapes. The Wine market is further divided into Still Wine (Red Wine, White Wine, and Rosé Wine), Sparkling Wine, and Fortified Wine.
The Cider, Perry & Rice Wine market encompass all wines made from fruits other than grapes, grains, or other plants.
The Hard Seltzer market encompasses alcoholic beverages made with carbonated water, alcohol, and often fruit flavoring.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Diageo (e.g., Johnnie Walker, Guinness, and Tanqueray), Heineken, and Molson Coors.

Alcoholic & Non-Alcoholic Beer
Wine
Spirits
Cider, Perry and Rice Wines
Hard Seltzer

Non-Alcoholic Beverages derived from Wine or Spirits

The Alcoholic Drinks market in Germany has been experiencing significant growth in recent years.

Customer preferences: In Germany, there is a strong cultural tradition of consuming alcoholic beverages, particularly beer. Beer has long been a popular choice among Germans, and the country is known for its wide variety of beer styles and brands. However, in recent years, there has been a shift in consumer preferences towards other types of alcoholic drinks, such as wine and spirits. This change in preference can be attributed to several factors, including evolving tastes and the influence of international trends.

Trends in the market: One of the key trends in the German Alcoholic Drinks market is the increasing demand for craft beer. Craft beer has gained popularity among younger consumers who are looking for unique and high-quality products. This trend can be seen in the growing number of craft breweries in Germany and the expansion of craft beer sections in supermarkets and specialty stores. Another trend in the market is the rising popularity of premium spirits, such as gin and whiskey. Consumers are willing to pay a premium for these products, as they are seen as more sophisticated and of higher quality.

Local special circumstances: Germany has a strong beer culture, and this has had a significant impact on the Alcoholic Drinks market in the country. Beer is deeply ingrained in German culture and is often associated with socializing and celebrations. This cultural preference for beer has influenced the market dynamics, with a wide variety of beer styles and brands available to consumers. Additionally, Germany has strict regulations on the production and labeling of alcoholic beverages, which ensure that consumers have access to safe and high-quality products.

Underlying macroeconomic factors: The growth of the Alcoholic Drinks market in Germany can be attributed to several macroeconomic factors. Firstly, Germany has a strong and stable economy, which has resulted in increased disposable income for consumers. This has allowed consumers to spend more on discretionary items, such as alcoholic beverages. Secondly, Germany is a popular tourist destination, attracting millions of visitors each year. This has led to an increase in demand for alcoholic drinks, both from domestic and international tourists. Finally, changing demographics in Germany, such as an aging population and increasing urbanization, have also contributed to the growth of the market. Older consumers are more likely to consume alcoholic beverages, and urbanization has led to the proliferation of bars and restaurants, further driving demand. In conclusion, the Alcoholic Drinks market in Germany is experiencing growth due to changing customer preferences, including the increasing popularity of craft beer and premium spirits. The country's strong beer culture and strict regulations also play a role in shaping the market. Additionally, underlying macroeconomic factors, such as a strong economy and changing demographics, are driving demand for alcoholic beverages in Germany.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

The alcoholic beverage market is recovering after several years of downturn. Larger forces like the COVID-19 pandemic, the Russian invasion of Ukraine and the ensuing inflation have either been resolved or accepted as part of the current market environment. Regional conditions vary as consumers in some areas of the world are changing their alcohol preferences while other regions are continuing to feel the effects of less discretionary spending from consumers.