Despite consumption falling, beer is by no means off the nation's minds. Germany was still among Europe's biggest beer drinkers in 2022, right behind Czechia and ahead of other beer-friendly markets such as Austria, Spain and Ireland. The market is experiencing shifts due to changing consumer preferences, e.g. abstinence from alcohol with a general framework of health and lifestyle choices, and craft beer competition. There are also current challenges such as increased operating and materials cost following the global energy crisis, labor shortages, and the effect of climate change on hops harvests, which are forcing the beer industry to confront questions of long-term success and endurance. While German beer sales volume has decreased in the last decade, a slight increase similar to pre-pandemic levels was recorded in 2022.
Germany relies on beer exports and is proud of its own products, nonetheless consumers are open to trying a brew from abroad. In fact, in 2022 about a quarter of respondents to a survey stated they drank both German and foreign beer. Those who want to travel in pursuit of having a drink outside of domestic borders will discover that Germany is actually the cheaper option, at least based on Berlin, with the capital being roughly in the middle of a 2022 ranking of the most expensive cities worldwide to have a beer.