Berlin, August 02, 2024, The Europe Today: NHC reported that Germany’s beer sales experienced a slight decline of approximately 0.6%, or 25.8 million liters (6.8 million gallons), in the first half of 2024 compared to the previous year, the German Federal Statistical Office (Destatis) reported on Thursday.
Despite hosting the UEFA Euro 2024 football championship over the summer, German breweries did not achieve the anticipated increase in sales. The period saw the weakest domestic beer sales for the month of June since 1993, coinciding with the bulk of the tournament.
Bad Weather and Inflation Compound Breweries’ Woes
A combination of inclement weather and inflation has exacerbated the challenges faced by the beer industry. Heavy rains and lower-than-usual temperatures deterred fans from frequenting outdoor beer gardens and bars. Concurrently, the industry has been grappling with soaring costs of raw materials and logistics. However, there has been a noticeable rise in the popularity of non-alcoholic beer.
“During the European Football Championships, the rollercoaster ride of temperatures and frequent thunderstorms put a damper on business for many bars, and many a garden party was canceled,” remarked Holger Eichele, Managing Director of the German Brewers’ Association.
In addition to traditional beer, Destatis reported a decline in the sales of popular mixes such as beer with lemonade or cola. Sales of these mixes fell by 5.4% compared to the first half of 2023, although they represent only about 4.8% of overall beer sales.
This report arrives just ahead of International Beer Day, which takes place on August 2.
