With a span of almost 30 years, what does the table tells us about the long term trends in preferred beer styles in Germany?
The most obvious – and potentially the most interesting – is that Pils appears to have passed it peak in popularity and is starting a long and permanent decline. That said, there’s no obvious candidate to replace it. After hitting an almost 70% market share in the late 1990’s, it’s dropped back to just 55% in 2010. I wish I had some more recent figures. My guess is that the decline has continued. It will be very significant when it falls below 50%.
The type to shoe the biggest percentage growth over the period is, surprisingly, alchohol free beer. Though for much of the time it’s been pretty flat at just under 3%.
Weizen has shown impressive growth from a tiny share in 1981 to becoming Germany’s third-favourite style in 2010. However, it also seems to be on the way down again from it’s peak of just under a 9% share in 2006.
The numbers for Kölsch and Alt look ever worse when looking at more years. They’ve gone from a combined share of over 11% to less than 3%. It makes you wonder just how much more their sales can drop before they start facing extinction.
I can’t tell you how depressing it is to see Biermischgetränke, vile combinations of beer and other junk, as Germany’s forth most popular “style”. Who the hell drinks those things? Teenagers, I would guess. Which doesn’t bode well for the future of German beer if it’s true.
I’m not sure what to say about Export. I looked like it was heading the same way as Mild in the early 21st century, then made a surprising recovery, only to start slipping again. I’m not going to stick my neck out with regards to its future. It could make a comeback, or it could disappear almost completely.
Here’s the table:
|German off sales by type 1981 - 2010|
|1992-2001: Brauwelt Brevier 2003|
|2002 & 2006-2010: Deutscher Brauer-Bund, Bonn|
|Brauwelt nr. 46-47 (2006) page 1431|
Maybe we should have a look at regional differences in preferences next.