How declines mask opportunities for beer in Germany – Market Intel

Think of Germany, and what often comes to mind as a defining element of the country’s identity is beer. Such a strong cultural association, however, has not shielded the category from negative trends.Indeed, recent data from CGA by NIQ’s On Premise Measurement (OPM) solution, which was recently launched in Germany, reveals that beer faces significant setbacks in 2024, with declines in both volume and value across the country. Last year, the market's beer volumes reached 4.95m hectolitres, marking an 11.1% decline compared with 2022, while sales were down by 7% year on year.The category's p