The latest official figures published by the German Brewers Federation show that in 2009 beer sales have dropped to their lowest level for 20 years.
Sales of all domesticly produced beers fell by 2.8% to just under 100 million hectolitres. (2.2 Billion gallons).
Despite the love that Germans have for their bier – in fact sales have been steadily declining since over the past decade with the exception of 2006 when a long hot summer combined with the hosting of the World Cup to produce increased beer sales.
Germany is Europe’s largest economy and it is believed that the figures are a reflection of a sharp 5% contraction in the Country’s output in 2009.
The reduction in the number of blue collar jobs and German’s changing social habits are probably the longer term contributory factors that could result in further erosions into average consumption figures.
We shall see.