European beer industry faces consumption decline amid new health regulations

The European beer industry is facing a period of decline, with consumption across the European Union dropping by 3.2% between 2024 and 2025. Compared to 2019 levels, consumption has fallen by 9.2%. Production has also seen a downturn, sitting approximately 8.6% below pre-pandemic values.

Spain has emerged as an exception to this trend, maintaining production and consumption levels through the growth of non-alcoholic beer. In contrast, other nations are struggling with shifting consumer habits and a younger generation showing less interest in traditional alcoholic beverages.

In Belgium, the industry is facing additional pressure from proposed health regulations. The Belgian Brewers Federation is opposing a new sanitary warning package that would change advertising slogans from ‘The abuse of alcohol harms health’ to ‘Alcohol harms health.’ The proposed measures also include restrictions on advertising in media with at least a 30% child audience and limits on free alcohol distributions.