Breweries in Germany struggling as young people drink less
German Breweries are facing financial pressure, due to inflation, high energy prices, and fewer young people drinking. This is especially the case with Gen Z, those born between 1997 and 2012, who drink less than previous generations and are more likely to choose alcohol-free options.
A number of breweries are taking steps to adapt. Over 800 varieties of alcohol-free beer are now on offer in Germany, but this, according to Bloomberg, is doing little to mitigate the decline. The average German now consumes just 88 litres of beer annually, down from 126 in 2000. In the first half of 2025, national statistics registered a 6.3% fall in beer production.
“It’s frankly worrying,” leader of Germany’s brewer association, Holger Eichele said. “The conditions aren’t good. Even those who’ve run their business for many centuries might be forced to give it up now.”
Germany produces that most beer in Europe but this trend is international. Across the Europe and America, fewer young people are drinking. There are multiple reasons for this, including less disposable income, an increase in wellness movements, and more awareness of the health risks.
“I’d never order it,” one student said, adding that for her generation, “it’s clear to everyone that alcohol isn’t good for your body.”
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