German Brewers Push for Higher Prices After Record 2025 Sales Slump
Trade leaders warn small and mid-sized breweries cannot survive on crates priced below €20.
Overview
- Beer sales in Germany fell 6% in 2025 to about 7.8 billion liters, the lowest level since reunification, according to official data.
- Bavarian breweries reported sales down more than 5% to 22.5 million hectoliters, and the number of breweries in the state slipped below 600.
- Bavarian brewers’ president Georg Schneider says a sustainable crate price for medium-sized producers is €20–25, as a Meckatzer example shows around €21 is achievable through brand positioning.
- Alcohol-free beer surpassed 10% of retail revenue last year and Germany is now Europe’s largest market for it, yet Schneider cautions the segment cannot offset losses in alcoholic beer and is costly for smaller producers to make.
- Financial strain has fueled insolvencies and closures, exports fell about 7% and domestic sales 5.8%, and the sector is pressing for competitive energy policy and closer operational cooperation, while clashing with health officials over campaigns like Dry January.