Alcoholic Drinks in Germany

Name: Alcoholic Drinks in Germany
Brand: Euromonitor International
Price: 2275 EUR

July 2024

EUR 2,275

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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Germany 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Beer
Wine
Spirits
Cider and Perry
RTDs

If you're in the Alcoholic Drinks industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Germany 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 Alcoholic Drinks in Germany?
Where is consumer demand for Alcoholic Drinks 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 Germany?
How are products distributed in Germany?
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?

Download Table of Contents

Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing 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

Table 1 Number of On-trade Establishments by Type 2018-2023

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2023

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023

Table 4 Sales of Alcoholic Drinks by Category: Total Value 2018-2023

Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023

Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023

Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023

Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023

Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023

Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023

Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023

Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023

Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028

Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028

Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028

Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Germany

KEY DATA FINDINGS

2023 DEVELOPMENTS

Beer volume sales stagnate while price pressures create challenges for brewers

Non alcoholic beer remains a bright spot as most other options face decline

Largest players launch aggressive pricing strategies

PROSPECTS AND OPPORTUNITIES

Drop in consumption due to moderation trend will fuel growth of non alcohol beer

Intense competition from RTDs set to hit flavoured/mixed lager

Small brewers set to be hit by high costs but resilience expected for craft beer

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2023

Table 18 Number of Breweries 2018-2023

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2018-2023

Table 20 Sales of Beer by Category: Total Value 2018-2023

Table 21 Sales of Beer by Category: % Total Volume Growth 2018-2023

Table 22 Sales of Beer by Category: % Total Value Growth 2018-2023

Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023

Table 24 Sales of Beer by Off-trade vs On-trade: Value 2018-2023

Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023

Table 27 Sales of Beer by Craft vs Standard 2018-2023

Table 28 GBO Company Shares of Beer: % Total Volume 2019-2023

Table 29 NBO Company Shares of Beer: % Total Volume 2019-2023

Table 30 LBN Brand Shares of Beer: % Total Volume 2020-2023

Table 31 Forecast Sales of Beer by Category: Total Volume 2023-2028

Table 32 Forecast Sales of Beer by Category: Total Value 2023-2028

Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028

Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

Cider/Perry in Germany

KEY DATA FINDINGS

2023 DEVELOPMENTS

Cider/perry continues to build its consumer base but remains a seasonal product

Flavour innovation, natural ingredients and authenticity help establish category

International brands remain dominant

PROSPECTS AND OPPORTUNITIES

Growth potential remains solid despite competition from other types of drinks

Versatility of cider/perry set to help target a wider audience

Premium attributes offer various differentiation strategies

CATEGORY DATA

Table 35 Sales of Cider/Perry: Total Volume 2018-2023

Table 36 Sales of Cider/Perry: Total Value 2018-2023

Table 37 Sales of Cider/Perry: % Total Volume Growth 2018-2023

Table 38 Sales of Cider/Perry: % Total Value Growth 2018-2023

Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023

Table 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023

Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023

Table 43 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 44 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 45 LBN Brand Shares of Cider/Perry: % Total Volume 2020-2023

Table 46 Forecast Sales of Cider/Perry: Total Volume 2023-2028

Table 47 Forecast Sales of Cider/Perry: Total Value 2023-2028

Table 48 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028

Table 49 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

Rtds in Germany

KEY DATA FINDINGS

2023 DEVELOPMENTS

Steady growth trajectory for spirit-based RTDs, in contrast to wine-based options

Abundance of new products with innovative recipes offered by spirit-based RTDs

Private label and leading player make gains

PROSPECTS AND OPPORTUNITIES

Co-branding with soft drinks may help RTDs target a broader audience

Healthier positioning set to become increasingly prevalent

Premiumisation strategies to be increasingly explored by RTD producers

CATEGORY DATA

Table 50 Sales of RTDs by Category: Total Volume 2018-2023

Table 51 Sales of RTDs by Category: Total Value 2018-2023

Table 52 Sales of RTDs by Category: % Total Volume Growth 2018-2023

Table 53 Sales of RTDs by Category: % Total Value Growth 2018-2023

Table 54 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023

Table 55 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023

Table 56 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 57 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023

Table 58 GBO Company Shares of RTDs: % Total Volume 2019-2023

Table 59 NBO Company Shares of RTDs: % Total Volume 2019-2023

Table 60 LBN Brand Shares of RTDs: % Total Volume 2020-2023

Table 61 Forecast Sales of RTDs by Category: Total Volume 2023-2028

Table 62 Forecast Sales of RTDs by Category: Total Value 2023-2028

Table 63 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028

Table 64 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

Spirits in Germany

KEY DATA FINDINGS

2023 DEVELOPMENTS

Resilience and continual premiumisation in the face of deep-seated challenges

Contrasting performances across category, often determined by price positioning

Diageo claims top spot in spirits, while private label makes gains

PROSPECTS AND OPPORTUNITIES

Innovative fruit-based recipes and premium positioning to maintain consumer base

Growing interest in whiskies from emerging countries of origin

Growth opportunities abound in non alcoholic spirits through brand extensions

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2023

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2018-2023

Table 66 Sales of Spirits by Category: Total Value 2018-2023

Table 67 Sales of Spirits by Category: % Total Volume Growth 2018-2023

Table 68 Sales of Spirits by Category: % Total Value Growth 2018-2023

Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023

Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023

Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023

Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023

Table 74 Sales of White Rum by Price Platform: % Total Volume 2018-2023

Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023

Table 76 Sales of English Gin by Price Platform: % Total Volume 2018-2023

Table 77 Sales of Vodka by Price Platform: % Total Volume 2018-2023

Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023

Table 79 GBO Company Shares of Spirits: % Total Volume 2019-2023

Table 80 NBO Company Shares of Spirits: % Total Volume 2019-2023

Table 81 LBN Brand Shares of Spirits: % Total Volume 2020-2023

Table 82 Forecast Sales of Spirits by Category: Total Volume 2023-2028

Table 83 Forecast Sales of Spirits by Category: Total Value 2023-2028

Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028

Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Wine in Germany

KEY DATA FINDINGS

2023 DEVELOPMENTS

Off-trade volume declines across much of wine as consumers return to on-trade

Sparkling wine resilient while non alcoholic wine makes further gains

Private label leads overall wine, while top brand has a low price positioning

PROSPECTS AND OPPORTUNITIES

Challenges to attract young adults to wine but growth opportunities remain

Premium attributes and sustainability give advantage to German producers

Targeting new consumption occasions to broaden target audience

CATEGORY DATA

Table 86 Sales of Wine by Category: Total Volume 2018-2023

Table 87 Sales of Wine by Category: Total Value 2018-2023

Table 88 Sales of Wine by Category: % Total Volume Growth 2018-2023

Table 89 Sales of Wine by Category: % Total Value Growth 2018-2023

Table 90 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023

Table 91 Sales of Wine by Off-trade vs On-trade: Value 2018-2023

Table 92 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 93 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023

Table 94 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023

Table 95 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023

Table 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023

Table 97 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023

Table 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023

Table 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023

Table 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023

Table 101 GBO Company Shares of Champagne: % Total Volume 2019-2023

Table 102 NBO Company Shares of Champagne: % Total Volume 2019-2023

Table 103 LBN Brand Shares of Champagne: % Total Volume 2020-2023

Table 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023

Table 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023

Table 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023

Table 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023

Table 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023

Table 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023

Table 110 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023

Table 111 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023

Table 112 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023

Table 113 Forecast Sales of Wine by Category: Total Volume 2023-2028

Table 114 Forecast Sales of Wine by Category: Total Value 2023-2028

Table 115 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028

Table 116 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

The following categories and subcategories are included:

Alcoholic Drinks

- - Ale
  - Sorghum
  - Weissbier/Weizen/Wheat Beer
- - Flavoured/Mixed Lager
  - - - Domestic Premium Lager
      - Imported Premium Lager
    - - Domestic Mid-Priced Lager
      - Imported Mid-Priced Lager
    - - Domestic Economy Lager
      - Imported Economy Lager
  - - - Domestic Premium Lager
      - Domestic Mid-Priced Lager
      - Domestic Economy Lager
    - - Imported Premium Lager
      - Imported Mid-Priced Lager
      - Imported Economy Lager
- - Low Alcohol Beer
  - Non Alcoholic Beer
- Stout
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
- - Brandy
  - Cognac
- - Bitters
  - Cream-based Liqueurs
  - Other Liqueurs
- Non Alcoholic Spirits
- - - Prestige Dark Rum
    - Ultra Premium Dark Rum
    - Super Premium Dark Rum
    - Premium Dark Rum
    - Standard Dark Rum
    - Economy Dark Rum
  - - Prestige White Rum
    - Ultra Premium White Rum
    - Super Premium White Rum
    - Premium White Rum
    - Standard White Rum
    - Economy White Rum
- Tequila (and Mezcal)
- - Bourbon/Other US Whiskey
  - Canadian Whisky
  - Irish Whiskey
  - Japanese Whisky
  - - - Blended Malt Scotch Whisky
      - Prestige Other Blended Scotch Whisky
        
        Ultra Premium Other Blended Scotch Whisky
        
        Super Premium Other Blended Scotch Whisky
        
        Premium Other Blended Scotch Whisky
        
        Standard Other Blended Scotch Whisky
        
        Economy Other Blended Scotch Whisky
    - Single Grain Scotch Whisky
    - Single Malt Scotch Whisky
  - Other Whiskies
- - - - Prestige English Gin
      - Ultra Premium English Gin
      - Super Premium English Gin
      - Premium English Gin
      - Standard English Gin
      - Economy English Gin
    - Dutch Gin
  - - Prestige Vodka
    - Ultra Premium Vodka
    - Super Premium Vodka
    - Premium Vodka
    - Standard Vodka
    - Economy Vodka
- - Absinthe
  - Ad-Mix Brandy
  - Ad-Mix Gin
  - Ad-Mix Rum
  - Ad-Mix Vodka
  - Ad-Mix Whisky
  - Aguardente/Aguardiente
  - Aguardiente De Caña
  - Akvavit/Aquavit
  - Aniseed-Flavoured Spirits
  - Borovicka
  - Boukha
  - Brandy Type Distilled Spirits
  - Cachaça
  - Calvados
  - Cane
  - Chacha
  - Charanda
  - Chinese Herbal Spirits
  - Chinese Spirits
  - Cut Brandy
  - Destilados De Agave
  - Distilled Fruit Spirits
  - Domestic Brandy
  - Domestic Rum
  - Doppelkorn
  - Economy Chinese Spirits
  - Flavoured Spirits
  - Flavoured Vodka-based Drinks
  - Fynbos gin/Local Gin
  - Gin-flavoured spirits
  - Goldbrand/Goldkrone
  - Grappa
  - Grappamiel
  - Guaro
  - Kirsch
  - Komovica
  - Korn
  - Lambanog
  - Limoncello
  - Local White Spirits
  - Lower Mid-Range Chinese Spirits
  - Lozovaca
  - Maesilju
  - Mahia Rabi Amrane
  - Mead
  - Mixed Spirits
  - Nalivka/Nalewka
  - Nastoyka
  - National Specialities
  - Obstbrände
  - Ouzo
  - Pacharán
  - Palinca/Pálinka
  - Pear and Apple Distillates
  - Pisco
  - Premium Chinese Spirits
  - Prune
  - Punsch
  - Rachiu/Rakija
  - Rum-Flavoured Spirits
  - Samane
  - Sambuca
  - Samsu
  - Schnapps
  - Shochu/Soju
  - Singani
  - Sljivovica/Slivovice
  - Steinhäeger
  - Strong African Spirits
  - Super Premium Chinese Spirits
  - Sura Khao
  - Tequila Flavoured Spirits
  - Travarica
  - Tsipouro
  - Upper Mid-Range Chinese Spirits
  - Vieux
  - Viina
  - Vodka Type Distilled Spirits
  - Other Distilled Beverages
- - Port
  - Sherry
  - Vermouth
  - Other Fortified Wine
- - Apple Wine
  - Bokbunjaju
  - Cheongju
  - Chinese Wine
  - Economy Rice Wine
  - Fortified Fruit Wine
  - Fruit and Berry Wine
  - Fruit and Herbal Wine
  - Fruit and Honey based Wine
  - Fruit Wine
  - Lower Mid-Range Rice Wine
  - Non-Grape Dessert Wine
  - Premium Rice Wine
  - Sake
  - Takju
  - Upper Mid-Range Rice Wine
  - Yakju
  - Yellow Wine
  - Other Non-Grape Wine
- - Champagne
  - Other Sparkling Wine
- - Still Red Wine
  - Still Rosé Wine
  - Still White Wine
- Non Alcoholic Wine

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Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions

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Alcoholic Drinks in Germany

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

Overview:

The Alcoholic Drinks in Germany report includes:

This report answers:

Alcoholic Drinks in Germany

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

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

Outlook

DISCLAIMER

Beer in Germany

KEY DATA FINDINGS

Beer volume sales stagnate while price pressures create challenges for brewers

Non alcoholic beer remains a bright spot as most other options face decline

Largest players launch aggressive pricing strategies

Drop in consumption due to moderation trend will fuel growth of non alcohol beer

Intense competition from RTDs set to hit flavoured/mixed lager

Small brewers set to be hit by high costs but resilience expected for craft beer

Lager price band methodology

Cider/Perry in Germany

KEY DATA FINDINGS

Cider/perry continues to build its consumer base but remains a seasonal product

Flavour innovation, natural ingredients and authenticity help establish category

International brands remain dominant

Growth potential remains solid despite competition from other types of drinks

Versatility of cider/perry set to help target a wider audience

Premium attributes offer various differentiation strategies

Rtds in Germany

KEY DATA FINDINGS

Steady growth trajectory for spirit-based RTDs, in contrast to wine-based options

Abundance of new products with innovative recipes offered by spirit-based RTDs

Private label and leading player make gains

Co-branding with soft drinks may help RTDs target a broader audience

Healthier positioning set to become increasingly prevalent

Premiumisation strategies to be increasingly explored by RTD producers

Spirits in Germany

KEY DATA FINDINGS

Resilience and continual premiumisation in the face of deep-seated challenges

Contrasting performances across category, often determined by price positioning

Diageo claims top spot in spirits, while private label makes gains

Innovative fruit-based recipes and premium positioning to maintain consumer base

Growing interest in whiskies from emerging countries of origin

Growth opportunities abound in non alcoholic spirits through brand extensions

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Wine in Germany

KEY DATA FINDINGS

Off-trade volume declines across much of wine as consumers return to on-trade

Sparkling wine resilient while non alcoholic wine makes further gains

Private label leads overall wine, while top brand has a low price positioning

Challenges to attract young adults to wine but growth opportunities remain

Premium attributes and sustainability give advantage to German producers

Targeting new consumption occasions to broaden target audience

The following categories and subcategories are included:

Alcoholic Drinks

Why buy this report?

NEW REPORT GUARANTEE