German beer promotions drive cross-border shopping in the Netherlands

German beer promotions are driving residents from the Dutch Achterhoek region across the border to shop. Beer expert Jos Oostendorp notes that while people rarely cross for a single crate, they frequently fill their vehicles with multiple crates when attractive deals on well-known Pils brands are available, often combining the purchase with fuel and grocery shopping.

This trend is exacerbated by significant tax disparities. Since the 2024 beer tax increase, border regions have seen a sharper decline in alcohol sales compared to the rest of the Netherlands. According to research by Circana for Nederlandse Brouwers, the sales decline in border areas is nearly five percentage points higher than the national average.

Dutch retailers face a dual disadvantage: they pay significantly higher consumption taxes—up to four times more for standard beer and up to nine times more for specialty beers compared to Germany—and are subject to a legal discount cap of 25 percent on alcoholic beverages. German retailers are not bound by this limit, allowing for aggressive promotions such as ‘two crates for the price of one’ that Dutch businesses cannot legally match.