About this report
An ageing population, growing health awareness and a sluggish economy have had an adverse effect on the German alcoholic drinks market in the past few years. While volume sales continue to decline, to stand at 12 billion litres, increasing premiumisation in beer and spirits has helped to generate modest value growth in 2006 to total Ђ48.7 billion.

Beer remains the most popular type of alcoholic drink among the Germans, but it is losing ground to wine. Sales of spirits and liqueurs in general have been declining since FABs fell out of favour, but segments such as half-bitter liqueurs, vodka and rum are seeing healthy growth, partly supported by their popularity among younger drinkers. Mixed drinks based on beer or wine are among current star performers.