Europe Beer Market

Europe Beer Market Size:

The Europe beer market size reached USD 152.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 181.6 Billion by 2033, exhibiting a growth rate (CAGR) of 1.85% during 2025-2033. The market is growing rapidly, driven by the rising demand for craft and non-alcoholic beers, innovative marketing strategies, and premiumization trends, with Germany leading in consumption, while facing challenges like market saturation and evolving health-conscious consumer preferences. At present, Germany holds the largest market share, driven by its rich brewing heritage.

Europe Beer Market Analysis:

• Major Market Drivers: The rising preference for unique flavors and locally produced beers is driving the beer market in Europe. Furthermore, health-conscious consumers are increasingly choosing low-alcohol and non-alcoholic beers, which drives demand and encourages breweries to extend their product options.
• Key Market Trends: Premium and super-premium beer brands are becoming increasingly popular, with customers prepared to pay more for higher quality and exclusive products. Eco-friendly packaging and sustainable brewing processes are growing increasingly popular as consumers and businesses prioritize environmental responsibility.
• Geographical Trends: Germany leads the market due to its extensive brewing legacy, strong beer culture, and events such as Oktoberfest, which is promoting beer consumption in Europe.
• Competitive Landscape: The competitive landscape of the market has been examined in the report, along with the detailed profiles of the major players operating in the industry.
• Challenges and Opportunities: The market has various hurdles, including a large number of existing brewers and increased health concern among consumers. However, increased disposable income and changing consumer preferences are creating huge development opportunities for the Europe beer market share.

Europe Beer Market Trends:

Increasing Demand for Craft Beer

Beer consumption in Europe has experienced a remarkable surge due to consumers’ desire for unique and high-quality beer experiences. In this context, craft brewers that emphasize traditional brewing methods, new tastes, and local ingredients are gaining popularity among beer fans who value authenticity and artisanal manufacturing. Furthermore, the growth of microbreweries and independent brewers throughout Europe has increased the range of craft beers accessible, encouraging customers to try new flavors and styles. In addition, craft beer festivals and events have increased in popularity, allowing brewers to showcase their creations while consumers can enjoy a diverse beer culture. Aside from that, social media and internet platforms are playing an important role in broadening the Europe beer market size by promoting craft brews, allowing breweries to reach a larger audience.

Rising Popularity of Low and Non-Alcoholic Beers

The rising popularity of low and non-alcoholic beers is a significant factor driving the European beer market growth. Health-conscious consumers are increasingly seeking alternatives that align with their lifestyle choices, and low and non-alcoholic beers offer a perfect solution. These beers provide the same enjoyable taste and social experience as traditional beers but with reduced or no alcohol content, appealing to those who wish to moderate their alcohol intake without compromising on flavor. Furthermore, the trend towards mindful drinking is particularly strong among younger demographics, who prioritize wellness and balanced living. Consequently, beer manufacturers are investing in research to improve the taste and quality of low and non-alcoholic beers, ensuring they meet consumer expectations. Additionally, the expansion of these products into mainstream retail channels has made them more accessible to a wider audience.

Innovative Marketing Strategies

The market is being further influenced by the adoption of innovative marketing strategies. According to the Europe beer market report, breweries, both large and small, are increasingly leveraging creative and engaging marketing techniques to capture consumer attention and build brand loyalty. One of the key strategies includes collaborations with celebrities and influencers who resonate with target audiences, thereby enhancing brand visibility and appeal. Sponsorship of major events, such as music festivals, sports events, and cultural festivals, has also proven effective in reaching a broad audience and associating beer brands with memorable experiences. For example, in June 2024, Heineken launched the “Cheers to The Real Hardcore Fans 2024” campaign, allowing fans to take part in the UEFA Champions League Final Trophy celebration. Additionally, breweries are focusing on storytelling and brand heritage, crafting compelling narratives that connect with consumers on an emotional level and strengthen the Europe beer market share.

Europe Beer Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the regional and country levels for 2025-2033. Our report has categorized the market based on product type, packaging, production, alcohol content, flavor, and distribution channel.

Breakup by Product Type:

• Standard Lager
• Premium Lager
• Specialty Beer
• Others
   

Standard lager accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the product type. This includes standard lager, premium lager, specialty beer, and others. According to the report, standard lager represented the largest segment.

According to the European beer market report, standard lager holds the majority of the market share due to its widespread appeal and established consumer base. Lager’s crisp and refreshing taste makes it a popular choice among a diverse range of consumers, from casual drinkers to beer aficionados. Its moderate alcohol content and balanced flavor profile cater to those seeking a versatile beverage suitable for various occasions. Additionally, the long-standing presence of well-known lager brands has cemented its position in the European beer market, with consistent quality and extensive distribution networks ensuring availability across the region.

Breakup by Packaging:

• Glass
• PET Bottle
• Metal Can
• Others
   

Glass holds the largest share of the industry

A detailed breakup and analysis of the Europe beer market by packaging type have also been provided in the report. This includes glass, PET bottle, metal can, and others. According to the report, glass accounted for the largest market share.

Glass packaging holds the majority of the Europe beer market share due to its premium perception and superior preservation qualities. Consumers associate glass bottles with higher-quality beer, and the material’s ability to maintain the beverage’s taste and carbonation makes it a preferred choice for many. Glass bottles also offer an aesthetic appeal, enhancing the overall drinking experience. Additionally, glass is environmentally friendly, as it is highly recyclable, aligning with the growing consumer preference for sustainable packaging solutions. Besides this, breweries favor glass packaging to position their products as premium and to meet the demand for eco-conscious packaging.

Breakup by Production:

• Macro-Brewery
• Micro-Brewery
• Others
   

Macro-brewery represents the leading market segment 

The report has provided a detailed breakup and analysis of the Europe beer market by production. This includes macro-brewery, micro-brewery, and others. According to the report, macro-brewery represented the largest segment.

Macro-breweries hold the majority of the share due to their large-scale production capabilities and extensive distribution networks. These breweries benefit from economies of scale, allowing them to produce beer at lower costs and maintain consistent quality across vast quantities. Their well-established brands and broad product portfolios cater to a wide audience, ensuring high market penetration. Additionally, macro-breweries have the financial resources to invest in significant marketing campaigns, reinforcing brand loyalty and consumer recognition. Their ability to meet the high demand through efficient production and distribution channels makes them the leading players in the European beer market.

Breakup by Alcohol Content:

• High
• Low
• Alcohol-Free
   

High exhibits a clear dominance in the market 

A detailed breakup and analysis of the market based on the alcohol content have also been provided in the report. This includes high, low, and alcohol-free. According to the report, high accounted for the largest European beer market share.

Beers with high alcohol content hold the majority of the market share according to the Europe beer market research analysis. This is attributed to the strong appeal among traditional beer consumers who prefer a robust drinking experience. High-alcohol beers often provide richer flavors and more complexity, attracting enthusiasts who seek a more intense and satisfying beverage. These beers are also associated with special occasions and celebrations, where a stronger drink is preferred. Moreover, high alcohol content can enhance the preservation of beer, allowing it to age better and develop unique characteristics over time.

Breakup by Flavor:

• Flavored
• Unflavored
   

Unflavored dominates the market

The report has provided a detailed breakup and analysis of the market based on the flavor. This includes flavored and unflavored. According to the report, unflavored represented the largest segment.

Unflavored beer consumption in Europe holds the majority of the market share due to their traditional and universally accepted taste. Consumers have long been accustomed to the classic beer flavors of malt, hops, and yeast, which provide a familiar and comforting drinking experience. Unflavored beers, such as lagers and pilsners, are versatile and pair well with a wide range of foods, making them a staple choice for many occasions. The simplicity and purity of unflavored beers appeal to purists who prefer the authentic taste of beer without additional flavors. This enduring preference for traditional beer flavors ensures that unflavored beers continue to lead the market, maintaining their popularity across diverse consumer groups.

Breakup by Distribution Channel:

• Supermarkets and Hypermarkets
• On-Trades
• Specialty Stores
• Convenience Stores
• Others
   

Supermarkets and hypermarkets are the predominant market segment

A detailed breakup and analysis of the Europe beer market by distribution channel have also been provided in the report. This includes supermarkets and hypermarkets, on-trades, specialty stores, convenience stores, others. According to the report, supermarkets and hypermarkets accounted for the largest market share.

Supermarkets and hypermarkets hold the majority of the European beer market share due to their widespread presence and convenience. These retail channels provide easy access to a vast selection of beer brands and types, catering to various consumer preferences under one roof. Their extensive distribution networks and bulk purchasing capabilities enable them to offer competitive pricing, attracting cost-conscious consumers. Additionally, supermarkets and hypermarkets often run promotions and discounts, further incentivizing purchases. The convenience of one-stop shopping and the ability to compare different products in-store make these outlets the preferred choice for beer purchases.

Breakup by Country:

• Germany
• France
• United Kingdom
• Italy
• Spain
• Others
   

Germany leads the market, accounting for the largest Europe beer market share

The report has also provided a comprehensive analysis of Europe beer market by country, which include Germany, France, the United Kingdom, Italy, Spain, and others. According to the report, Germany represents the largest regional market for Europe beer.

Germany is the leading contributor to the Europe beer market size, driven by its rich brewing heritage and strong beer culture. The country is renowned for its diverse range of high-quality beers, from traditional lagers and pilsners to unique regional specialties. Additionally, Germany’s strict beer purity laws, known as the Reinheitsgebot, ensure the production of pure and high-quality beers, enhancing their appeal both domestically and internationally. Besides this, the popularity of beer festivals, such as Oktoberfest, further cements Germany’s leading position in the European beer market by promoting beer consumption and attracting tourists. Additionally, Germany’s well-developed infrastructure and efficient distribution networks facilitate widespread availability and consumption of beer.

Competitive Landscape:

• The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major European beer companies have also been provided.
• Major brewers are expanding their product lines to include craft and specialty beers, tapping into the growing consumer interest in unique and artisanal beer varieties. This includes launching new flavors, limited editions, and seasonal brews to attract a broader audience. Additionally, companies are increasingly adopting sustainable packaging solutions, such as lightweight bottles, cans, and biodegradable materials, to reduce their environmental footprint. They are also investing in energy-efficient technologies and waste reduction initiatives within their production processes. Besides this, leading players are actively pursuing mergers and acquisitions to consolidate their market position and expand their geographic reach.

Europe Beer Market News:

• In August 2023: Anheuser-Busch announced its plan to sell 8 beer and beverage brands to pot company Tilray. The transaction will include current employees, breweries, and brewpubs associated with these brands.
• In January 2024: Carlsberg bought 20% stakes in fellow Danish brewer Mikkeller. Under this deal, Carlsberg will distribute Mikkeller’s beers in their home market.

Europe Beer Market Report Scope:

Key Questions Answered in This Report:

• How has the Europe beer market performed so far, and how will it perform in the coming years?
• What are the drivers, restraints, and opportunities in the Europe beer market?
• What is the impact of each driver, restraint, and opportunity on the Europe beer market?
• What are the key regional markets?
• Which countries represent the most attractive Europe beer market?
• What is the breakup of the market based on the product type?
• Which is the most attractive product type in the Europe beer market?
• What is the breakup of the market based on the packaging?
• Which is the most attractive packaging in the Europe beer market?
• What is the breakup of the market based on production?
• Which is the most attractive production in the Europe beer market?
• What is the breakup of the market based on alcohol content?
• Which is the most attractive alcohol content in the Europe beer market?
• What is the breakup of the market based on the flavor?
• Which is the most attractive flavor in the Europe beer market?
• What is the breakup of the market based on the distribution channel?
• Which is the most attractive distribution channel in the Europe beer market?
• What is the competitive structure of the market?
• Who are the key players/companies in the Europe beer market?
• How big is the beer market in Europe?

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current European beer trends, market forecasts, and dynamics of the market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Europe beer market.
• The study maps the leading, as well as the fastest-growing, markets. It further enables stakeholders to identify the key country-level markets within the region.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Europe beer industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.