Overview
- Several majors have already moved: Krombacher and Veltins raised prices in October, AB InBev on October 1 and Heineken on October 15, with Bitburger and Kulmbacher set for November and Radeberger and Warsteiner scheduled for early 2026.
- Six of the ten most‑consumed beer brands are currently affected or will be in the coming months, according to trade magazine Inside.
- NIQ’s Marcus Strobl expects many chains to wait until after Christmas to change shelf tags, while aggressive Pils promotions persist, with typical advertised case prices around €10.50 and €9.99 offers becoming rarer.
- Demand headwinds deepen pressure on the sector as Destatis reports a 6.3% drop in beer consumption in the first half of 2025 and hospitality faces mounting cost burdens, Dehoga NRW says.
- Non‑alcoholic drinks are getting pricier too, with Coca‑Cola raising prices on September 1 by low single‑digit percentages and retailers’ private labels having seen notable increases even as brand promotions sometimes undercut them.