, where the beer flows, or does it? One of the most famous beer markets in the world has seen consistently
in recent years, with figures taking a particularly deep dive after 2018. The German beer market, as in other countries around the world, has seen expanding craft beer production, with
becoming active players alongside older heavyweights like Beck's or Bitburger. In an increasingly competitive market, standing out is key, something both established brands and craft products are aiming to achieve. The former may go for rebranding, advertising and introducing new flavors, while the latter is defined by experimenting and surprising consumers with even more unusual results in the bottle.
Setting the bar
Despite consumption falling, beer is by no means off the nation's minds. Germany was still among
Europe's biggest beer drinkers in 2022, right behind Czechia and ahead of other beer-friendly markets such as Austria, Spain, and Ireland. The market is experiencing shifts due to changing
consumer preferences, e.g. abstinence from alcohol within a general framework of health and lifestyle choices, and craft beer competition. There are also current challenges such as increased operating and materials costs following the global energy crisis and labor shortages. Climate change is affecting hops harvests, which are forcing the beer industry to confront questions of long-term success and endurance. German
beer sales volume has generally decreased in the last decade, though annual figures mostly remained similar in recent years.
Who will be the toast of the town?
German consumers are open to trying a brew from abroad. In fact, in 2022, about a quarter of respondents to a survey stated they
drank both German and foreign beer. German breweries still show
leadership in terms of national market presence, with the Oetker Gruppe and the Paulaner Brauerei in the top five. Still, the future of the German beer market depends on many factors. In addition to the ripple effects of current events influencing production, shifting consumer preferences and climate change, there is another development to be considered. China has emerged as the
world's largest beer producer, which takes competition on the international beer market to a whole new level.
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