EINBECK, Germany – Founded over 600 years ago in central Germany, the Einbecker Brewery has survived fires, famines, two major plagues and four catastrophic wars, kept alive by constant demand for its robust, bock-style lagers. Now it faces what may be its greatest threat: Germans are drinking a lot less beer.
“In recent years, it was always 46%, 47%, 48% who said, ‘Yes, I drink beer,’” said Marc Kerger, president of Einbecker, referring to consumer surveys. “And this year, just 41%. Forty-one percent is dramatic.”
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Because “Germans” now have a new religion and beer is halal. Also the small Gen Z population is not into heavy drinking as previous generations. GG.
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EINBECK, Germany – Founded over 600 years ago in central Germany, the Einbecker Brewery has survived fires, famines, two major plagues and four catastrophic wars, kept alive by constant demand for its robust, bock-style lagers. Now it faces what may be its greatest threat: Germans are drinking a lot less beer.
“In recent years, it was always 46%, 47%, 48% who said, ‘Yes, I drink beer,’” said Marc Kerger, president of Einbecker, referring to consumer surveys. “And this year, just 41%. Forty-one percent is dramatic.”
Because “Germans” now have a new religion and beer is halal. Also the small Gen Z population is not into heavy drinking as previous generations. GG.