Beer Prices Set to Rise After the Holidays

German beer prices are expected to increase after Christmas 2025, driven by declining consumption and rising production costs. While some breweries have already implemented price hikes, retailers may delay passing these costs onto consumers until after the holiday season.

Key Points

Several major breweries, including Krombacher and Veltins, have already raised prices for retailers and restaurants.
Six of the top ten best-selling beer brands in Germany will likely be affected by these price increases.
Retailers may postpone raising prices for consumers until after Christmas to capitalize on holiday sales.
Promotional pricing remains a significant factor, with a large portion of beer sales occurring at discounted rates.
Price increases are also affecting the gastronomy sector, impacting the cost of beer in pubs and restaurants.
Soft drink prices are also on the rise, with companies like Coca-Cola increasing their prices.

Background

The German beer market is experiencing a shift due to decreased consumption and increased production costs. Breweries are facing pressure to raise prices to maintain profitability, while retailers are hesitant to pass these increases onto consumers, particularly during the crucial holiday shopping season. The market is further complicated by the prevalence of promotional pricing, where significant discounts are offered to drive sales volume. The gastronomy sector is also feeling the pressure, as rising beer prices add to the overall cost of operating restaurants and pubs. Simultaneously, the soft drink market is seeing similar price increases, driven by rising costs for manufacturers.

Numbers & Facts

Krombacher and Veltins have already increased prices for both bottled and draft beer.
The Radeberger Group will increase prices on its draft beer and a portion of its multi-use bottle assortment starting January 1, 2026.
Seven out of ten cases of popular Pilsner brands are sold at promotional prices, with discounts averaging around five euros per case.
Coca-Cola increased prices across its product range by a low single-digit percentage in September 2025.
Six of the ten most consumed beer brands will be affected by price increases.
The average price of a crate of Pilsner (20 x 0.5l) is around 10.50 euros, with promotional prices often dropping to 9.99 euros.

Assessment

The expected beer price increases will likely affect both consumers and businesses. Consumers may see higher prices at supermarkets and in restaurants, potentially leading to changes in purchasing habits. Retailers will have to balance passing on the increased costs with maintaining competitive prices, especially during the holiday season when promotional deals are common. For breweries, the price increases are a necessary step to address rising production costs and declining consumption. The gastronomy sector faces the challenge of absorbing higher beer prices while also dealing with other cost pressures, such as rising minimum wages and overall inflation. The price increases in the soft drink market will also contribute to the overall rise in consumer prices.

Outlook

Consumers can expect to see rising beer prices in retail and gastronomy after the Christmas season. The extent to which retailers pass on these increases will depend on market conditions and competitive pressures. Promotional pricing is likely to remain a key strategy for driving sales volume, potentially mitigating the impact of price increases for some consumers. Breweries will continue to monitor market trends and adjust pricing strategies accordingly. The gastronomy sector will need to adapt to higher costs by potentially raising prices or finding other ways to improve efficiency. Future price developments will also depend on broader economic factors, such as inflation and consumer spending habits.

Source: https://www.tagesschau.de/wirtschaft/verbraucher/bierpreise-erhoehung-100.html