BrauBeviale 2015: Innovations stimulate
Beer sales in Germany on the increase once again
According to the Statistisches Bundesamt (Federal Statistical Office), beer sales in Germany increased once again last year for the first time since 2006 – and they did so by no less than 1,000.000 hL. The German brewers produced 95.6 million hectolitres of beer. Alcohol-free beers, malt drinks as well as beer imported from countries outside the European Union are not included in these figures. At 4.1 million hectolitres, beer-mix drinks accounted for about four percent of entire beer sales. By worldwide comparison, Germany’s per-capita beer consumption totalling approximately 104 litres took third place once again in 2014, surpassed only by Austria with just over 107 litres and the Czech Republic with around 137 litres. The world’s strongest growing beer market is the African continent. Here, up to and including 2017, beer sales are predicted to increase by five percent each year. The reason for this clear increase: a growing number of Africans are switching from home-brewed to brewery beers and thus making a conscious decision in favour of hygiene and safety. (Canadean 2014).
The worldwide trend towards craft beers is continuing unbroken. They are synonymous with craftsmen, innovation, high-quality and the increasingly stronger orientation towards premium products. According to industry insiders, German beer sales are also benefiting from the beer landscape, which has become even more diverse through the innovative craft beers. Beer is being increasingly strongly perceived by the consumer as a product with the focal point on enjoyment. In 2014, the worldwide volume of craft beers was more than 51 million hectolitres. Behind the USA, Western Europe last year occupied second place with just around 18 million hectolitres, followed by Latin America with around 3 million hectolitres and Eastern Europe with approx. 2.5 million hectolitres (Canadean 2014).