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Shut up about Barclay Perkins - German off sales by type 1981 - 2010
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Table time again. I know. I’m a lazy git. Publishing a big table relieves me of the need to waste time thinking up those word things. It makes my head hurt doing all that brain work.
With a span of almost 30 years, what does the table tells us about the long term trends in preferred beer styles in Germany?
The most obvious – and potentially the most interesting – is that Pils appears to have passed it peak in popularity and is starting a long and permanent decline. That said, there’s no obvious candidate to replace it. After hitting an almost 70% market share in the late 1990’s, it’s dropped back to just 55% in 2010. I wish I had some more recent figures. My guess is that the decline has continued. It will be very significant when it falls below 50%.
The type to shoe the biggest percentage growth over the period is, surprisingly, alchohol free beer. Though for much of the time it’s been pretty flat at just under 3%.
Weizen has shown impressive growth from a tiny share in 1981 to becoming Germany’s third-favourite style in 2010. However, it also seems to be on the way down again from it’s peak of just under a 9% share in 2006.
The numbers for Kölsch and Alt look ever worse when looking at more years. They’ve gone from a combined share of over 11% to less than 3%. It makes you wonder just how much more their sales can drop before they start facing extinction.
I can’t tell you how depressing it is to see Biermischgetränke, vile combinations of beer and other junk, as Germany’s forth most popular “style”. Who the hell drinks those things? Teenagers, I would guess. Which doesn’t bode well for the future of German beer if it’s true.
I’m not sure what to say about Export. I looked like it was heading the same way as Mild in the early 21st century, then made a surprising recovery, only to start slipping again. I’m not going to stick my neck out with regards to its future. It could make a comeback, or it could disappear almost completely.
Here’s the table:
German off sales by type 1981 - 2010 |
Beer type |
1981 |
1989 |
1992 |
1994 |
1996 |
1998 |
2000 |
2001 |
2002 |
2003 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
Pils |
48.5 |
57.5 |
64.1 |
66 |
68.1 |
67.8 |
67.9 |
66.9 |
68.6 |
62 |
57.9 |
60.3 |
55.7 |
55.2 |
55.2 |
55.1 |
Export/Edel/Spezial |
20.8 |
10.9 |
10.1 |
9.7 |
8.8 |
8.8 |
9 |
9.5 |
7.3 |
9.6 |
10.4 |
12.5 |
10.1 |
9.8 |
10.1 |
9.8 |
Weizen |
1.4 |
4.9 |
4.5 |
4.8 |
4.9 |
5.3 |
5.7 |
6 |
6.3 |
7.1 |
7.9 |
8.7 |
8.1 |
8.3 |
7.9 |
7.9 |
Hell |
7.3 |
7.4 |
4.5 |
4.4 |
3.7 |
3.7 |
3.4 |
3.2 |
2.9 |
3.6 |
4.6 |
4.6 |
4.7 |
4.7 |
4.5 |
4.5 |
Alt |
6.6 |
4.5 |
3.6 |
3.5 |
3.4 |
3.1 |
2.9 |
2.9 |
2.9 |
1.9 |
1.6 |
1.5 |
1.5 |
1.4 |
1.3 |
1.2 |
Kölsch |
4.5 |
4 |
2.7 |
2.4 |
2.2 |
2.1 |
2.1 |
2.1 |
2.1 |
2.3 |
1.6 |
1.9 |
1.6 |
1.6 |
1.7 |
1.7 |
Malz |
2.8 |
2.6 |
2.1 |
2 |
1.9 |
1.9 |
1.8 |
1.8 |
2.6 |
1.5 |
1.4 |
1.4 |
1.4 |
1.3 |
1.2 |
1.2 |
Alcohol free |
0.3 |
2.7 |
3.7 |
3.4 |
2.9 |
2.7 |
2.7 |
2.8 |
2.6 |
2.4 |
2.3 |
2.6 |
2.6 |
2.9 |
3.3 |
3.7 |
Leichtbier |
|
|
1.7 |
1.4 |
1.1 |
0.9 |
0.8 |
0.7 |
0.6 |
|
|
0.7 |
0.7 |
0.6 |
0.6 |
0.6 |
Schwarzbier |
|
|
|
|
|
|
|
|
1 |
1.1 |
1.2 |
1.3 |
1.7 |
1.7 |
1.6 |
1.6 |
Bock |
|
|
|
|
|
|
|
|
1.1 |
|
|
0.7 |
0.5 |
0.5 |
0.5 |
0.5 |
Lager |
|
|
|
|
|
|
|
|
|
|
|
|
1 |
0.9 |
0.9 |
1 |
Märzen |
|
|
|
|
|
|
|
|
|
|
|
|
0.5 |
0.5 |
0.5 |
0.5 |
Diet |
|
|
|
|
|
|
|
|
0.4 |
|
|
0.3 |
0.3 |
0.3 |
0.3 |
0.3 |
Berliner Weiße |
|
|
|
|
|
|
|
|
|
|
|
|
0 |
0 |
0 |
0 |
Biermischgetränke |
|
|
|
|
|
|
|
|
|
3.6 |
4.5 |
|
6.3 |
6.5 |
6.5 |
6.5 |
Other |
1.5 |
4.5 |
3 |
2.4 |
3 |
3.7 |
3.7 |
4.1 |
1.6 |
4.8 |
6.6 |
|
3.2 |
3.7 |
3.7 |
3.8 |
Sources: |
1992-2001: Brauwelt Brevier 2003 |
2002 & 2006-2010: Deutscher Brauer-Bund, Bonn |
Brauwelt nr. 46-47 (2006) page 1431 |
Maybe we should have a look at regional differences in preferences next.
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