Generation Z Shifting Beer Consumption Habits

Beer production in Europe remains high, with Germany holding the top position. However, Generation Z appears to be changing traditional consumption habits, turning to non-alcoholic products.

Many small German breweries are facing economic difficulties. A prime example is the Lang-Bräu brewery, with 172 years of history, which was forced to close due to financial problems.

The trend of abstaining from alcohol is evident among young people in Europe and the USA, due to economic factors, increased health awareness, and the promotion of well-being.

Breweries are adapting by offering more non-alcoholic beers. Non-alcoholic beer production has almost doubled in the last decade in Germany.

However, the transition to non-alcoholic beer production is a challenge for small breweries, as it requires significant investment in equipment.