2024 Beer sales performance in Germany’s On Premise
With the beer category under pressure in Germany’s On Premise, CGA by NIQ’s powerful combination of sales measurement and consumer insights helps suppliers and brewers find the opportunities amid the challenges.
CGA’s monthly On Premise Consumer Pulse Report shows the issues facing businesses in 2025. In line with trends around the world, there has been a slight decline in the frequency of visits, and with nearly half (46%) of consumers still severely or moderately affected by the cost of living crisis, brands will have to work hard to secure trial and loyalty in 2025.
However, the On Premise remains an essential part of German consumers’ lives. More than two thirds (69%) say they would be disappointed or feel lost if they couldn’t go out to eat and drink—9 percentage points above the global average. And there are some encouraging signs that spending may increase. Around a fifth (21%) of consumers plan to visit bars and restaurants more often over the next month—significantly higher than the 12% who intend to go out less.
Beer still the nation’s favourite drink
CGA’s report provides exclusive takeaways on consumers’ engagement with different drinks categories, helping suppliers and venues understand habits and flex their sales and promotional efforts strategies to meet the latest needs. It shows beer remains comfortably Germany’s most popular drink, with 42% of consumers buying it in bars and restaurants in the last month. However, beer lags behind some other categories including wine and cocktails on key guest metrics including excitement and value for money.
CGA by NIQ’s new and improved On Premise Measurement (OPM) solution meanwhile sets out key trends in the beer category to help suppliers boost brand engagement and optimise distribution. It indicates that beer sales were reasonably stable in 2024, with value growing by 2.7% year-on-year despite a 1.9% drop in volumes. Additional to the perception of value for money falling behind other categories, beer has been hit by a decline in distribution, with Germany’s total licensed premises falling by 3% in the year to June 2024. Nevertheless, the most recent performance is a welcome improvement from numbers in mid-2024.
Category ups and downs
OPM’s breakdowns of the beer category by style reveals that Pils remains dominant. Seven in ten (70%) beer consumers choose it when out, and with sales by value rising by 4.4% in 2024, it gained a small extra share of total beer revenue.
Among smaller categories, alcohol-free beer enjoyed sharp growth of 8.4% by value in 2024. It now accounts for one in every ten litres of beer sold in Germany’s On Premise. Young adults, who are more likely than average to moderate their alcohol intake in 2025, are a particularly valuable target for this beer segment.
Alcohol-free sales were boosted by Dry January. The On Premise Consumer Pulse Report indicates that 18% of all consumers took part in this in 2025—5 percentage points more than last year. This attracted more people to no-alcohol beer, and 20% of participants said they had tried it for the first time during Dry January.
George Argyropoulos, CGA by NIQ’s client solutions director EMEA, said: “There’s no doubt that the On Premise has been under some strain in Germany. But beer is still the nation’s favourite drinks category, and there are some positive signs that consumption will pick up in 2025. There are some big opportunities for suppliers, brewers and venues, but it will be essential to pinpoint growth hotspots like alcohol-free beer, demonstrate good value for money, and innovate to establish compelling points of difference. Matching brands to the right venues and audiences is crucial, and CGA’s research provides the bedrock of insights on which to build growth.”
For further exclusive analysis of Germany’s beer market, originally published in Global Drinks Intel, click here.
CGA by NIQ’s OPM service has been refreshed in Germany to provide even better insights into beer and all other major drinks categories in the On Premise. Combined with CGA’s consumer research, it delivers an exceptional holistic view that enables manufacturers and operators to optimise sales and marketing strategies. To learn more, contact the CGA team.
