Following the upheavals witnessed in previous years linked to the pandemic, and a major rebound for on-trade sales due to the full reopening of foodservice outlets in 2022, thereby boosting overall volume sales growth of alcoholic drinks in Germany, total volume sales in 2023 continued to normalise with a marginal decline. As in previous years, growth was undermined by the shift towards more moderate alcohol consumption among young adults, with the longer-term trend of a decline in beer sales remaining apparent. Domestic premium lager - highly mature in Germany with strong penetration - continued to experience declining volume sales, highlighting limited potential for recruiting a new generation of consumers.