Groß Beer Bitte

(July 22, 2004)

Germany is the number one beer drinking nation in Europe, with a high proportion of men saying they drink ‘to get drunk’ according to a new report by MINTEL. In 2003 German adults drank on average some 145 litres (255 pints) of beer each - 20 litres (35 pints) more than the British.

Overall in 2003 the Germans drank almost 10 billion litres of beer, enough to fill c.1,000 Olympic swimming pools and well ahead of Britain’s 5.8 billion litres. German consumption is 44% of the total for the five major economies surveyed.

However, a smaller proportion of German adults indulge than elsewhere, and German women are particularly unlikely to be beer drinkers (only 29% say they are, vs 44% of Spanish women and 41% of British) [perhaps explaining why they are such good card players – Ed.]. Putting the above facts together suggests a picture of a number of hardened beer drinking German men, so it is not surprising that the report, ‘Beer in Europe’, also found that one in six German adults (17%) believe 'the point of drinking is to get drunk', the highest in Europe and twice the UK figure (8%). Market share and percentages drinking beer are as follows:
 

Cocktails are very popular among German women, and social factors may also come into play, according to Michelle Strutton, Senior Consumer Analyst at MINTEL. ‘MINTEL research also found that women make up a much smaller proportion of the work force in Germany than in other European countries. After work socialising is a big opportunity for drinking alcohol and many German women will simply be missing out on this’.

‘The fact that German adults are seemingly more inclined than the British to drink to get drunk could help ease the British reputation for lavish drinking and an over-indulgent pub-culture’ continues Strutton, adding that ‘although the Germans may not go drinking as often as the British, when they do drink many do want to get drunk’.

The report estimates the beer market in France, Germany, the UK, Italy and Spain totalled around 59 billion Euros in 2003, with the UK and Germany taking the lion’s share. ‘The high value share in the UK is mainly due to the high price of beer, while in Germany it is down to high levels of beer drinking. But in the UK, Germany and France, falling alcohol consumption and the rising popularity of deep discounting in the off-trade have damaged both volume and value sales. Italy and Spain, which have relatively smaller markets, have seen sales boosted by good weather and flourishing tourism industries, as well as rising interest in beer’, comments Michelle Strutton.

Beer in the UK cost some 4 Euros per litre in 2003, which is more than one and a half times the European average of 2.64 Euros per litre. Spain has the cheapest beer at just 1.14 Euros per litre.

Premium beer – buoyed by a healthy economy – and Britain's unique pub culture are part of the explanation for its higher prices, according to Strutton. Italy is expected to be the fastest growing beer market (from 2.8 billion Euros in 2003 to an estimated 3.2 billion Euros by 2007). ‘Italy is now attempting to emulate the successful British market through encouraging people to drink in pubs and bars’ says Strutton.

By contrast, German consumption is declining and both market value and volume are expected to remain fairly static in the next four years, partly due to recent price rises. ‘As with other countries growing awareness of health and also stricter drink-driving laws will also have an effect,’ concludes Michelle Strutton.

Mintel questioned 10,000 people in Germany, Spain and France and 25,000 in Great Britain.