Alcoholic Beverages in Decline
People, particularly Generation Z, are drinking less alcohol, with sales of beer in Brazil decreasing by 6.5% to 7% in 2025 compared to the previous year.
Itaipava hires Virginia to try to increase young people's engagement with beer
Influencer Virginia Fonseca has signed with Itaipava beer to connect with younger consumers amid declining sales in Brazil's beer market.
Breweries in Germany are suffering, young people drink less beer
The German beer market has experienced a significant decline in sales, particularly among younger consumers, leading to challenges for local breweries.
Beer in Retreat, Breweries Are Laying Off Workers
Sales of beer are declining, leading to layoffs at breweries such as Heineken, amid changing consumer behaviors, particularly among younger generations.
Heineken announces cut of up to 6,000 jobs after decline in beer sales
Heineken will cut up to 6,000 jobs globally due to declining beer sales and lower profit growth expectations.
Heineken to lay off up to 6,000 after drop in beer sales
Heineken announced plans to cut between 5,000 and 6,000 jobs as part of a strategy to address declining beer consumption.
Heineken will cut up to 6,000 jobs due to falling beer sales
Heineken announced it will reduce its workforce by up to 6,000 jobs in response to a significant decline in beer sales driven by changing consumption habits.
Heineken announces layoffs of up to 6,000 employees
Heineken plans to lay off 5,000 to 6,000 employees over the next two years as part of a strategy to improve productivity amid declining beer sales globally.
Heineken to cut about 6000 jobs
Heineken is set to reduce its workforce by approximately 6000 positions due to challenging market conditions.
Export saved Saku Brewery from production volume decline
Saku Brewery maintained its sales volume from the previous year, thanks to increased exports, despite a 4% decline in the domestic market.
Brewers propose ticketing for Oktoberfest in Munich
Bavarian brewers suggest introducing ticket sales for Oktoberfest in Munich to reduce reliance on expensive beer for funding.
For the first time under 8 billion liters – Germans are drinking less beer
Beer sales in Germany fell significantly in 2025 by six percent to around 7.8 billion liters, marking the first time the total has dropped below eight billion liters.
Declining Beer Sales: 'The Brewing Industry Faces a Turning Point'
Beer sales in Germany have been decreasing for years, with a notable 6% drop in 2025, causing significant challenges for several breweries, including well-known brands.
Crisis of Beer in Germany: Sales Plummeted to Historic Low in 2025
Beer sales in German breweries dropped to a historic low of 7.8 billion liters in 2025, a 6% decrease from 2024, marking the largest decline since record-keeping began in 1993.
Germans are drinking less and less beer: lost hops and malt
Beer consumption in Germany has seen a significant decline, with the 2025 figures reflecting the steepest drop since record-keeping began, while non-alcoholic beer saw an increase in sales.
Beer sales in Germany are continuously declining
Beer consumption in Germany is continuously declining, with breweries struggling due to high costs, reduced demand, and the market power of retailers.