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 within a general framework of health and lifestyle choices, and craft beer competition. There are also current challenges such as increased operating and materials costs 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.
German 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. Still, the nation seems to enjoy German beer the most, staying faithful to their Pilseners, Helles and Hefeweizen. The German Reinheitsgebot may be a contributing factor, being a series of historical regulations which stated that only four ingredients may be used in beer production (even if these rules have been amended several times).