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Beer continues to dominate as the most popular alcoholic beverage among half (48%) of German consumers when out in bars, pubs, restaurants and other venues. Value sales in the past year are up +2.7% across Total Beer in Germany’s On Premise, however the market has been a -1.9% decline in volume sales.
Almost a third of Gen Z consumers in Germany are planning on drinking less alcohol. With 31% of younger consumers already moderating their consumption – +5pp (percentage points) more than the average consumer – could beermix support brand engagement with those moderating?
Beermix has seen sharper losses in both volume (-6.5%) and value (-4.9%), but shifting consumer preferences suggest potential for a resurgence in 2025, particularly when suppliers align offerings with emerging demand patterns.
Notably, a fifth (20%) of Beermix consumers report drinking the category more frequently than a year ago, +5pp more than those drinking it less. In addition, 8% of all On Premise consumers perceive Beermix to be more on trend this year, reinforcing its growth potential.
What are the flavour trends appealing to consumers?
Cola (40%) and citrus (lemon 37% and lime 23%) remain the most popular Beermix flavours. Yet future consumer interest is shifting, with more openness for trying newer flavour combinations such as:
- Orange – 21%
- Blood Orange – 18%
- Pomegranate – 18%
Demonstrating both a growing interest in innovative, fruit-forward Beermix variants and the importance of understanding evolving consumer expectations.
Which season to capitalise on Beermix?
Beermix consumption peaked in August and September in 2024, with growth beginning in May, alongside major events such like the European Championships. This seasonality underlines Beermix’s strong positioning as a warm-weather drink associated with beer garden culture and social occasions.
Consumers opting for Beermix over-index by +8pp compared to the average beer drinker when selecting a drink for ‘celebration’ or ‘having fun.’ But it underperforms in perceived ‘refreshing’ and ‘enjoyment’ attributes (-4pp and -3pp respectively), indicating a potential area for brand repositioning.
Where is Beermix Being Consumed?
Beermix faces challenges in both food-led and drink-led led venues. Drink-focused venues have seen declines of -11% in volume and -10% in value in the past year. Food-focused venues have seen more resilient performance with -8% volume decline and -5% value decline.
On an optimistic note, hotels provide a silver lining. Beermix has fared satisfactorily (-1% volume, -1% value), with a two-year growth trend of +3.9% volume, despite the total beer category significantly declining among hotel guests (-7% volume, -3% value). This highlights an opportunity for brands to strengthen their positioning within hotels.
Strategic Considerations for Brewers and Manufacturers
In order to leverage the Beermix category, it’s essential to understand consumer expectations. For example, the lifestyle shifts among younger consumers toward lower-ABV and non-alcoholic beverages can inject new momentum into the category. Accordingly, brands need to match their offerings with seasonal trends and evolving taste preferences when aiming to maximise the trend among nuanced target audiences.
Ultimately, the data supports the need for brands to:
- Align Beermix marketing and distribution with peak seasonal demand
- Develop innovative flavours resonant with changing consumer preferences
- Focus on venues where Beermix performs strongly and even outperforms total beer
- Optimise data-driven insights to creative compelling sales stories and deepen engagement
Miriam Stirnimann, Client Success and Insight Manager – Germany said: “The Beermix category is an interesting paradox. It’s long been positioned as a gateway for younger consumers. Yet it’s struggled to achieve sustained growth. Now, the category is at a turning point, due to the rising preference for lower-ABV beverages and fresh consumer interest in innovative flavours. For all these reasons, reliable On Premise data is essential for understanding when, where, and how consumers engage with this segment, in order to tap into the potential of Beermix in 2025 and beyond.”
Miriam Stirnimann, Client Success and Insight Manager – Germany said: “The Beermix category is an interesting paradox. It’s long been positioned as a gateway for younger consumers. Yet it’s struggled to achieve sustained growth. Now, the category is at a turning point, due to the rising preference for lower-ABV beverages and fresh consumer interest in innovative flavours. For all these reasons, reliable On Premise data is essential for understanding when, where, and how consumers engage with this segment, in order to tap into the potential of Beermix in 2025 and beyond.”
CGA by NIQ’s OPM (On Premise Measurement) solution is already helping beer brands grow in Germany. The service has been refreshed to provide even better insights into beer and other major drinks categories in the On Premise. Combined with CGA’s OPUS research into consumer attitudes, it delivers an exceptional holistic view that enables manufacturers and operators to optimise sales and marketing strategies. Contact the On Premise experts to learn more.
Sources: OPM Germany P013 MAT, OPUS Germany H2 – June 2024, REACH 2024
