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German breweries are forced to adapt as Gen Z goes alkoholfrei

Nick Heubeck / Bloomberg
Nick Heubeck / Bloomberg • 5 min read
German breweries are forced to adapt as Gen Z goes alkoholfrei
Gen Z’s abstention from alcohol isn’t only happening in Germany, which produces the most beer on the continent. Young people are also drinking less across Europe and in the US / Photo: Bloomberg
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Over the course of its 172-year-history, the Lang-Bräu brewery in the north of Bavaria has weathered two world wars and the fall of the Iron Curtain, whose defenses once stood less than thirty minutes away. But money troubles in recent years proved more than the small operation could handle. Facing €12 million in costs for much-needed upgrades, the owners decided last summer to shut everything down.

“Breweries are capable of incredible suffering,” said Richard Hopf, who led the family business and is now overseeing its closure. “But when sales fall and costs keep going up, it leaves little room for long-term considerations.”

Lang-Bräu is in a situation that’s familiar to many German brewers. Between inflation and higher energy prices, financial pressures on beermakers are mounting. Adding to this uncertainty is another sobering development: in a country long defined by its beer culture, fewer young people want to consume alcohol.

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