The beer category is struggling under the weight of “persistent challenges” in Europe, with consumption, exports and production all down for a fifth consecutive year, according to trade association the Brewers of Europe.
In its annual ‘European Beer Trends Statistics Report’, the latest edition of which was published this week, the organisation drew attention to a category in need of “a moment for clear support – not disproportionate or counterproductive regulation”. While highlighting a decline in annual beer production in the EU of almost 6% from 2019 to 2024 (367m hectolitres to 345m), the association also noted a flatlining in actual brewery numbers – there are 9,700 in operation, marking a “plateauing … after years of steady growth”.
Click on the image below to access the full report, free of charge, in PDF format.
The on-premise channel is a particular source of problems in the region; beer consumption in the channel has fallen from accounting for a third of the region’s total to around a quarter. The Brewers of Europe did not provide a timeframe for the decrease.
“Consumers have lost confidence and are spending less,” said the organisation’s president, Christian Weber. “Brewers are facing rising costs, tighter regulations and increasing pressure across the value chain.
“We remain resilient and optimistic by nature, but we need more stability and support to continue believing in a bright future.”
Secretary general Julia Leferman added: “This is a moment for clear support – not disproportionate or counterproductive regulation. Our sector can contribute to Europe’s competitiveness and cultural vibrancy if given the stability needed to invest, innovate and grow.”
Earlier this week, Heineken released research highlighting what it believes is a change in consumer attitudes toward moderating their alcohol intake.
