In response to increasing economic pressures on small and mid-sized breweries, Georg Schneider, President of the Bavarian Brewers’ Association, has called for a significant increase in beer prices. Schneider argues that beer prices in Germany are among the lowest in Europe, which is unsustainable for many breweries.
In an interview with “Augsburger Allgemeine,” Schneider stated, “To ensure sustainable operations, a crate of beer from a medium-sized craft brewery should be priced between 25 and 30 euros.” He expressed frustration over current market conditions, highlighting that the sale price of a crate of beer at 9.99 euros is a “slap in the face” to brewers and undermines their work.
Despite a modest increase in sales, with Bavarian brewers reporting a 1.8 percent rise to 1.19 billion liters in the first half of 2024, Schneider expects the industry to face a year as challenging as 2023. He noted a general trend of declining sales in recent years.
Schneider reassured that the number of breweries closing down is not increasing significantly, emphasizing the resilience of the industry. “Breweries are highly resilient due to the emotional connection people have with their work,” he said. “However, persistent losses and the need to sell off properties to stay afloat highlight the severe economic strain many are facing.”
Rising operational costs, stringent regulations, and a decrease in per capita beer consumption are among the key challenges Schneider identified. His concerns extend beyond Bavaria, reflecting a broader issue affecting breweries across Germany.
The push for higher prices is part of a larger effort by some brewers to combat constant discounting and low pricing practices, which they believe undermine the value of their work and the industry as a whole.
