German beverage market moves toward low‑alcohol drinks

A large consumer study released in early August showed that Germany’s baby‑boomer generation is drinking far less alcohol than any other age group, with only 71 % having consumed alcohol in the past six months and an average of 2.6 units per occasion. This decline is contributing to a historic low in German beer output. At the same time, the market for calorie‑reduced soft drinks is expanding, driven by a 6.8 % rise in light cola sales, while overall non‑alcoholic beverage consumption remains steady.

Within days, industry players responded by broadening their non‑alcoholic portfolios. German producer Riegel Bioweine announced more than 60 certified alcohol‑free wine alternatives, and breweries across Europe reported growing sales of low‑alcohol and alcohol‑free beers. Heatwaves in Austria further suppressed traditional beer sales, accelerating the shift toward non‑alcoholic options and mineral water. The combined trends point to a sustained move away from conventional alcoholic drinks toward healthier, low‑calorie, and alcohol‑free beverages in Germany and the wider European market.