Germany: President of the Bavarian Brewers' Association advocates for higher beer prices
The President of the Bavarian Brewers' Association advocates for higher beer prices. In Germany, beer is the cheapest in Europe, Georg Schneider told the "Augsburger Allgemeinen" on August 6. To operate sustainably, a crate of beer from a medium-sized craft brewery should cost between 25 and 30 euros, according to the brewer president.
"My brewers are furious when a crate of beer is sold in stores for 9.99 euros. That's a slap in the face for us and our work," Schneider said, adding that this work is no longer valued.
Looking at the current sales figures, the brewer president expects a year "just as bad as 2023." According to the Federal Statistical Office, the sales of Bavarian brewers increased by 1.8 percent to 1.19 billion liters in the first half of the year. However, brewers have had to accept declining sales in recent years.
Schneider does not see an increasing number of breweries closing. "A lot would have to happen before a brewery gives up," he said. "Breweries are highly resilient, as they work in a very emotional industry." Economic considerations often play a minor role. "But you can't live off of losses forever, even if some operations sell off their properties to continue existing," Schneider said, adding that it's becoming increasingly difficult to operate a brewery under the current challenging conditions.
Schneider cited rising costs, numerous regulations, and decreasing per capita beer consumption as reasons for this.
"Despite the slight increase in sales for Bavarian brewers, Schneider's concern about the industry extends beyond Bavaria, as he believes it's becoming harder to operate breweries across Germany due to rising costs and numerous regulations."
"In an effort to advocate for the value of their work, some brewers in Bavaria, like Schneider, are strongly opposed to the constant discounting and low pricing of beer, which they view as undermining the industry in Bavaria and beyond."
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