Festivals canceled, bars closed due to lockdown: beer sales in Germany fell to an all-time low in 2020. The German Brewers' Association is talking about a dramatic situation.
The coronavirus hit the German breweries hard. According to the Federal Statistical Office, a total of 8.7 billion liters of beer were sold in 2020 – 5.5% or 508.2 million liters less than the previous year.
The situation is dramatic
“The situation in the German brewery is dramatic and unprecedented in the post-war period. “The crisis is much deeper than the latest data on beer sales suggest at first glance,” said Holger Eichel, CEO of the German Brewery.
According to the Union survey, breweries suffered an average turnover decline of 23% in 2020. research
Sales drop to 70%
“With the lockdowns and the subsequent collapse of the beer market, breweries have lost much of their financial base overnight. Millions worth of goods had to be destroyed. The greater the supply of a brewery to restaurants and events, the more devastating the consequences. “The drop in sales amounted in some cases up to 70%”, the research concludes.