German beer consumption and alcohol sales are falling as younger Germans embrace sobriety and 'wellness,' threatening a sector embedded in national identity. Oktoberfest still draws millions, but breweries face rising costs and shrinking demand as teetotal rates among 18–24s climb to the highest in Europe.
— A generational turn away from alcohol is reshaping cultural habits and weakening legacy industries, signaling broader economic and health-policy implications across Europe.
Ian Birrell
2025.10.10
100% relevant
YouGov finding that almost half of German 18–24s are teetotal and the drop in per‑capita beer consumption from 126L to 88L alongside a 6% decline in alcoholic drink sales.
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