Alcoholic Drinks in Germany - Research and Markets

Following the upheavals witnessed in previous years linked to the pandemic, and a major rebound for on-trade sales due to the full reopening of foodservice outlets in 2022, thereby boosting overall volume sales growth of alcoholic drinks in Germany, total volume sales in 2023 continued to normalise with a marginal decline.

The Alcoholic Drinks in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Alcoholic Drinks market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

EXECUTIVE SUMMARY

Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2018-2023

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2023

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

BEER IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Beer volume sales stagnate while price pressures create challenges for brewers
Non alcoholic beer remains a bright spot as most other options face decline
Largest players launch aggressive pricing strategies

PROSPECTS AND OPPORTUNITIES

Drop in consumption due to moderation trend will fuel growth of non alcohol beer
Intense competition from RTDs set to hit flavoured/mixed lager
Small brewers set to be hit by high costs but resilience expected for craft beer

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2023
Table 18 Number of Breweries 2018-2023

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2018-2023
Table 20 Sales of Beer by Category: Total Value 2018-2023
Table 21 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 22 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 27 Sales of Beer by Craft vs Standard 2018-2023
Table 28 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 29 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 30 LBN Brand Shares of Beer: % Total Volume 2020-2023
Table 31 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 32 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

WINE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Off-trade volume declines across much of wine as consumers return to on-trade
Sparkling wine resilient while non alcoholic wine makes further gains
Private label leads overall wine, while top brand has a low price positioning

PROSPECTS AND OPPORTUNITIES

Challenges to attract young adults to wine but growth opportunities remain
Premium attributes and sustainability give advantage to German producers
Targeting new consumption occasions to broaden target audience

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2018-2023
Table 36 Sales of Wine by Category: Total Value 2018-2023
Table 37 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 38 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023
Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023
Table 50 GBO Company Shares of Champagne: % Total Volume 2019-2023
Table 51 NBO Company Shares of Champagne: % Total Volume 2019-2023
Table 52 LBN Brand Shares of Champagne: % Total Volume 2020-2023
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023
Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023
Table 62 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 63 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

SPIRITS IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Resilience and continual premiumisation in the face of deep-seated challenges
Contrasting performances across category, often determined by price positioning
Diageo claims top spot in spirits, while private label makes gains

PROSPECTS AND OPPORTUNITIES

Innovative fruit-based recipes and premium positioning to maintain consumer base
Growing interest in whiskies from emerging countries of origin
Growth opportunities abound in non alcoholic spirits through brand extensions

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2023

CATEGORY DATA

Table 66 Sales of Spirits by Category: Total Volume 2018-2023
Table 67 Sales of Spirits by Category: Total Value 2018-2023
Table 68 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 69 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023
Table 75 Sales of White Rum by Price Platform: % Total Volume 2018-2023
Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023
Table 77 Sales of English Gin by Price Platform: % Total Volume 2018-2023
Table 78 Sales of Vodka by Price Platform: % Total Volume 2018-2023
Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023
Table 80 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 81 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 82 LBN Brand Shares of Spirits: % Total Volume 2020-2023
Table 83 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 84 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

CIDER/PERRY IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Cider/perry continues to build its consumer base but remains a seasonal product
Flavour innovation, natural ingredients and authenticity help establish category
International brands remain dominant

PROSPECTS AND OPPORTUNITIES

Growth potential remains solid despite competition from other types of drinks
Versatility of cider/perry set to help target a wider audience
Premium attributes offer various differentiation strategies

CATEGORY DATA

Table 87 Sales of Cider/Perry: Total Volume 2018-2023
Table 88 Sales of Cider/Perry: Total Value 2018-2023
Table 89 Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 90 Sales of Cider/Perry: % Total Value Growth 2018-2023
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023
Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2020-2023
Table 98 Forecast Sales of Cider/Perry: Total Volume 2023-2028
Table 99 Forecast Sales of Cider/Perry: Total Value 2023-2028
Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028
Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

RTDS IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Steady growth trajectory for spirit-based RTDs, in contrast to wine-based options
Abundance of new products with innovative recipes offered by spirit-based RTDs
Private label and leading player make gains

PROSPECTS AND OPPORTUNITIES

Co-branding with soft drinks may help RTDs target a broader audience
Healthier positioning set to become increasingly prevalent
Premiumisation strategies to be increasingly explored by RTD producers

CATEGORY DATA

Table 102 Sales of RTDs by Category: Total Volume 2018-2023
Table 103 Sales of RTDs by Category: Total Value 2018-2023
Table 104 Sales of RTDs by Category: % Total Volume Growth 2018-2023
Table 105 Sales of RTDs by Category: % Total Value Growth 2018-2023
Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
Table 110 GBO Company Shares of RTDs: % Total Volume 2019-2023
Table 111 NBO Company Shares of RTDs: % Total Volume 2019-2023
Table 112 LBN Brand Shares of RTDs: % Total Volume 2020-2023
Table 113 Forecast Sales of RTDs by Category: Total Volume 2023-2028
Table 114 Forecast Sales of RTDs by Category: Total Value 2023-2028
Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

License	Format	Properties	Price
SINGLE USER LICENSE PDF	The product is a PDF.	This is a single user license, allowing one user access to the product.	€2150EUR$2,331USD£1,852GBP
SITE LICENSE PDF	The product is a PDF.	This is a site license, allowing all users within a given geographical location of your organization access to the product.	€4300EUR$4,662USD£3,704GBP
ENTERPRISE LICENSE PDF	The product is a PDF.	This is an enterprise license, allowing all employees within your organization access to the product.	€6450EUR$6,993USD£5,556GBP

Why buy this report?

Table of Contents

Related Topics

Related Reports

Alcoholic Beverages Market by Product Type, Alcohol Volume Percentage, Category, Distribution Channel - Global Forecast 2025-2030

Europe Alcoholic Beverage Market - Growth, Trends, and Forecasts (2023-2028)

Sugar Cane Alcohol Market by Product, Application - Global Forecast 2025-2030

Alcoholic Drinks in Western Europe

Where Consumers Shop for Alcoholic Drinks