Alcoholic Drinks in Germany
Euromonitor International
June 2021

List Of Contents And Tables

ALCOHOLIC DRINKS IN GERMANY
EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025
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 2015-2020
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020
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 2015-2020
MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
DISCLAIMER
SOURCES
Summary 2 Research Sources
BEER IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
Robust off-trade sales fail to alleviate deep crisis facing many brewers
Resilience of domestic premium lager helps mitigate overall decline in beer sales
Premium and craft beer brands make gains, while the largest brands face intense off-trade price battles and on-trade losses
RECOVERY AND OPPORTUNITIES
Overall beer sales set to remain undermined by struggling on-trade channel
The upheaval created by COVID-19 expected to have a longer-lasting ripple effect
Further premiumisation through local positioning and craft beer
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2020
Table 18 Number of Breweries 2014-2019
CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2015-2020
Table 20 Sales of Beer by Category: Total Value 2015-2020
Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 27 Sales of Beer by Craft vs Standard 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025
WINE IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
Shift towards off-trade consumption fuels premiumisation and boosts sales of local wine
Seasonal trends favour still rosé wine while sparkling wine suffers from winter lockdown
Covid-19 gives a boost to private label in an otherwise fragmented environment
RECOVERY AND OPPORTUNITIES
Socio-demographic challenges expected to reduce the scope of the recovery
Authenticity, provenance and sustainability credentials set to boost sales of premium wine
Modest recovery expected across most major wine categories
CATEGORY DATA
Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 62 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 63 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025
SPIRITS IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 crisis accelerates the decline in spirits consumption and the rise of non-alcoholic spirits
Craft spirits and local provenance help maintain off-trade sales in most spirits categories
COVID-19 crisis favours brands consumed mostly in summer and through off-trade channels
RECOVERY AND OPPORTUNITIES
On-trade sales expected to remain lower than in the years before the COVID-19 crisis
Shift towards moderation in alcohol consumption among young adults
Craft spirits set to continue making gains, helped by a shift towards e-commerce
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020
CATEGORY DATA
Table 66 Sales of Spirits by Category: Total Volume 2015-2020
Table 67 Sales of Spirits by Category: Total Value 2015-2020
Table 68 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 69 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 75 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 77 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 78 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 80 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 81 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 82 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 83 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 84 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025
CIDER/PERRY IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 crisis hits growth in both the off-trade and on-trade channels
Healthier recipes and natural ingredients as a core positioning
Domestic players challenging the dominance of foreign brands
RECOVERY AND OPPORTUNITIES
Challenges in the on-trade channel set to favour a shift towards off-trade sales
Potential to appeal to a wider consumer base remains strong
Cider/perry remains vulnerable to the competition from other alcoholic drinks
CATEGORY DATA
Table 87 Sales of Cider/Perry: Total Volume 2015-2020
Table 88 Sales of Cider/Perry: Total Value 2015-2020
Table 89 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 90 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 98 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 99 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025
RTDS IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
Spike in off-trade volume sales offsets the decline seen in the on-trade channel
Product innovations help RTDs reach a wider audience
Largest player in spirit-based RTDs and private label make gains
RECOVERY AND OPPORTUNITIES
Higher level of maturity of RTDs and shifts in on-trade consumption habits set to hit growth
Innovations have the potential to retain consumer interest in spirit-based RTDs
Emergence of hard seltzers could reshape RTDs
CATEGORY DATA
Table 102 Sales of RTDs by Category: Total Volume 2015-2020
Table 103 Sales of RTDs by Category: Total Value 2015-2020
Table 104 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 105 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 110 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 111 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 112 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 113 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 114 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025