Breaking news

Decline in Beer Consumption in Germany: Non-Alcoholic Varieties On The Rise

Beer consumption in Germany is set to decline further in 2024, continuing a long-term downward trend in the country renowned for its beer culture, according to the German Brewers Association, as reported by DPA.

Key Facts:

  • Final sales figures for 2024 are anticipated to be weaker than 2023, which saw the lowest beer sales volume in decades, with only 8.4 billion liters sold.
  • In November 2024, beer consumption fell by 2.1% compared to the same period the previous year, though December’s data has not yet been gathered.
  • Christian Weber, President of the Brewers Association, pointed to factors such as bad weather, inflation, and fluctuations in consumer spending as contributing to the decline in beer sales.

What To Follow 

Amid this decline, many of the approximately 1,500 breweries in Germany are pinning their hopes on non-alcoholic beer varieties to counteract the drop in traditional beer sales.

In 2023, Germans consumed approximately 670 million liters of non-alcoholic beer, with this category accounting for 8.9% of the total beer market by the end of 2024, according to Nielsen data cited by the Brewers Association. Non-alcoholic beer has thus become the third most popular beer type in Germany, after pilsner and lager (helles). This shift toward non-alcoholic options is partly driven by a broader trend toward healthier lifestyles.

The aging population is another contributing factor, with fewer people consuming beer overall, further impacting per capita beer consumption.

Donatella Versace Steps Down After 30 Years At The Helm of Fashion Empire

After nearly three decades steering the iconic Versace brand, Donatella Versace is stepping down from her role as head of the fashion house. The 69-year-old Italian designer, who inherited the reins from her late brother, Gianni, following his tragic murder in 1997, will remain with the company as its Chief Brand Ambassador. She is set to pass the creative torch to Dario Vitale, the former design and image director of Miu Miu, who will take on the position of Chief Creative Officer.

In her Instagram announcement, Donatella shared her thoughts: “Championing the next generation of designers has always been important to me,” she wrote, expressing her excitement for Vitale’s appointment. “I am thrilled that Dario Vitale will be joining us, and I am eager to see Versace through new eyes.”

While her new role shifts focus, Donatella’s deep connection to Versace remains unchanged. “Versace is in my DNA and always in my heart,” she declared. Donatella’s stewardship has firmly cemented the brand as a staple in the luxury fashion industry, with designs worn by global superstars like Dua Lipa, Angelina Jolie, and Sabrina Carpenter.

In a heartfelt reflection, Donatella expressed her gratitude: “It has been the greatest honour of my life to carry on my brother Gianni’s legacy. He was the true genius, but I hope I have some of his spirit and tenacity.” Despite her transition, she reaffirmed her commitment to the brand’s future, adding: “I will remain Versace’s most passionate supporter.”

The announcement was met with a wave of tributes from the fashion world. Celebrities like actor Damian Hurley, singer Sabrina Carpenter, and model Iris Law shared their admiration for the designer’s contribution to the industry. “We love you forever,” Hurley commented, while Carpenter called her “one and only,” and Law posted, “Love you so much.”

This shake-up in leadership comes as speculation mounts that Prada Group may be eyeing a potential acquisition of Versace from its current owner, Capri Holdings, which purchased the luxury brand for €2 billion in 2018. As Donatella steps into her new role, the future of Versace remains closely watched by both fans and industry insiders.

Uri Levine Course

Become a Speaker

Become a Speaker

Become a Partner

Subscribe for our weekly newsletter