Reluctance to devour and rising working prices are clouding the outlook Breweries in Decrease Saxony earlier than the upcoming summer season season. The beer market continues to say no. However there are additionally constructive traits that breweries are pinning their hopes on. After which there’s the Soccer World Cup.
Beer gross sales and the variety of breweries are declining
The breweries have had tough financial years – this was not too long ago confirmed by figures from the State Workplace for Statistics. Accordingly, beer gross sales by breweries fell Lower Saxony and Bremen from 7.5 million hectoliters in 2024 to 7.2 million hectoliters in 2025 (minus 4.2 p.c). In comparison with 2016, beer gross sales at breweries in each federal states fell by 1.5 million hectoliters.
Final 12 months alone, 4 breweries disappeared – there are nonetheless 81 within the northwest. On the finish of 2025, the Oettinger brewery introduced that it will now not brew beer at its Braunschweig location. In keeping with the corporate, round 140 staff have been affected by the manufacturing relocation.
Tough occasions for breweries
The Frisian brewery too Jever In keeping with its personal statements, additionally it is feeling the rising prices within the brewery and a unbroken shopper reluctance – for instance, fewer individuals visited the eating places and ordered much less beer. That is additionally mirrored within the gross sales figures, an organization spokeswoman advised the dpa when requested.
The Einbecker Brauhaus additionally described the previous few months as “intense and difficult”. Structural adjustments have been obligatory, stated board member Marc Kerger. They’d a damaging impression on the consequence, however have been essential for the longer term. “The beer market as an entire is present process profound change,” stated Kerger.
The consumption of basic beers has been declining for years, however on the identical time shopper expectations are altering a lot quicker than earlier than, in response to Einbeck in southern Decrease Saxony. “As well as, there are rising prices in nearly all areas – from power and uncooked supplies to logistics and personnel.”
Cautious optimism as we look forward to summer season
The Frisian Brauhaus zu Jever continues to be assured. “We’re wanting ahead to the summer season season with cautious optimism,” stated the spokeswoman. The climate stays a decisive issue. Nevertheless, expertise has proven that rising temperatures stimulate out-of-home enterprise and personal consumption.
“On the identical time, for many individuals, summer season is the time of 12 months after they go on trip, spend time with family and friends and consciously wish to deal with themselves,” stated the Jever spokeswoman. Beer gardens have historically benefited from this, gastronomyoccasions and the beverage commerce.
The southern Decrease Saxony individuals in Einbeck additionally described their view of the summer season as “cautiously optimistic, but in addition lifelike”. There’s hope for constructive impulses, however on the identical time the market stays difficult. “Customers are paying extra consideration to costs, and many individuals have turn into extra cautious about their spending,” stated brewery boss Kerger.
Does the World Cup enhance beer temper?
To what extent the Soccer World Cup It’s tough for breweries to estimate what’s going to stimulate beer consumption. “Giant soccer tournaments are historically essential sources of inspiration for the whole beverage trade,” stated Kerger. Demand typically will increase. However it’s clear to him that loads additionally will depend on the temper within the nation and the sporting end result of the event.
In keeping with the brewery boss, if the dynamics are constructive, the breweries may even profit. “However the final European Championships confirmed us that we shouldn’t anticipate any highs and may due to this fact anticipate stability in gross sales, not elevated gross sales,” stated Kerger.
The spokeswoman for the Frisian Brauhaus additionally stated that main occasions of this type have not too long ago now not been in a position to present the best gross sales impetus. “The precise results are identified to rely closely on the sport plan and the efficiency of the German nationwide crew – so we shall be stunned as as to whether and to what extent the World Cup may have a big impression on the gross sales of the German brewers,” she stated.
The German Brewers’ Affiliation (DBB) expects good enterprise – even when many public viewings may very well be canceled as a result of time distinction. “Worldwide tournaments create extra consumption events and stimulate demand for beer, particularly in the summertime months – no matter whether or not individuals watch it collectively in public or at house,” stated Managing Director Holger Eichele not too long ago to the Editorial Community Germany (RND).
Unbroken pattern in direction of non-alcoholic beers
The breweries are optimistic about rising demand in a single phase – gross sales of non-alcoholic beers. As a result of in Germany, the beer nation, non-alcoholic drinks have gotten more and more well-liked. One in 9 liters of beer drunk in Germany is now non-alcoholic. That is proven by figures from the German Brewers Affiliation for 2025. Within the pre-Corona 12 months of 2019, just one in twelve liters of beer was alcohol-free.
The non-alcoholic sector is growing significantly dynamically, stated Einbecker board member Kerger. “That is now not a distinct segment phase, however probably the most essential development markets within the trade.” In keeping with Kerger, customers right now anticipate alcohol-free merchandise that style excessive whereas supporting fashionable existence. Due to this fact, focused investments are being made on this phase.
In keeping with its personal info, the Frisian Brauhaus zu Jever can be benefiting from this pattern. Regardless of the weakening normal temper for beer, the brewery “(…) nonetheless sees itself properly positioned for the present 12 months with our broad product portfolio and this sturdy place within the space of non-alcoholic beers,” stated the corporate spokeswoman.
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