Europe Beer Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

The European Beer Market is segmented by Product Type (Ale, Lager, and Other Product Types), Distribution Channel (On-trade and Off-trade), and Geography (Spain, United Kingdom, Germany, Russia, Italy, France, and the Rest of Europe). The report offers market sizes and values in USD million during the forecast period for the abovementioned segments.

Europe Beer Industry Overview

Europe Beer Market Summary
Study Period: 2018 - 2028
CAGR: 4.3 %

Major Players

Europe Beer Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Europe Beer Market Analysis

The European beer market is projected to record a CAGR of 4.3% during the next five years.

The major drivers for the European beer market are changing lifestyles, consumption habits of alcoholic drinks, increases in disposable incomes, and the popularity of beer among the younger generation. Innovative products, such as flavored and crafted beer, and the growing demand for imported beer are some of the opportunities for players in the market. Consumers are more interested in low to no-alcohol beers, giving broad scope to the market. Europe has long been regarded as a desirable travel destination because of its diversity of cultures, traditions, and languages. According to the UNWTO Tourism Data Dashboard, approximately 303.1 million tourists arrived in Europe in 2021. Hence, most tourists prefer trying the regional beers available across the region, thereby driving the market studied.

The growing disposable incomes of consumers in Eastern European economies and increases in the demand for healthy versions of beer are expected to make this region more fruitful for the market’s future growth. The lager segment is expected to witness steady growth in Eastern Europe during the forecast period. Major companies are engaging in research and development to understand the changing demand of consumers and create innovative products that cater to evolving demand.

Europe Beer Industry Segments

Beer is a popular alcoholic beverage that is widely preferred across the globe. It is a carbonated and fermented drink prepared with malted cereal grains, having malt flavor with hops. 

The European beer market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into ale, lager, and other product types. On the basis of distribution channels, the market is segmented into on-trade and off-trade. By geography, the market is segmented at a country level into the United Kingdom, France, Spain, Italy, Germany, Russia, and the Rest of Europe. For each segment, the market sizing and forecasts have been done based on value (in USD million).

Product Type
Other Product Types
Distribution Channel
United Kingdom
Rest of Europe

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Europe Beer Market Trends

This section covers the major market trends shaping the Europe Beer Market according to our research experts:

Increasing Demand for Alcoholic Beverages

The rising demand for alcoholic beverages is driving the growth of the European beer market. Europeans have sophisticated palates, which results in the demand for high-quality beverages. The demand for beer is prominent in the market, and the drink caters to the surging demand for alcoholic beverages. The changing lifestyle of consumers and high disposable incomes have increased the demand for beer. The rise in beer consumption is mostly associated with the trend growing among youngsters. Moreover, government guidelines add weight to the sales of alcoholic beverages. According to EU laws, alcoholic beverages with an alcohol by volume (ABV) content of over 1.2% have no legal obligation to list the ingredients and calorie content. The affinity for beer, among other alcoholic drinks, results in market growth. 

According to Eurostat, a total of 33.1 billion liters of beer with alcohol content and over 1.7 billion liters of beer with less than or equal to 0.5% alcohol content or no alcohol content were produced in 2021 by EU member states. The EU produced more beer with and without alcohol in 2021 than it did in 2020. Beer without alcohol was produced more, almost 20% more, than beer with alcohol, almost 3% more. The total quantity of beer produced in the EU in 2021 was close to 78 liters per person.

Europe Beer Market: Beer Production, in Billion Litres, European Union Member States, 2021

Rise of Distribution Through Off-trade Channels

The off-trade distribution channel adds to the increasing beer sales in the European market. The off-trade channel consists of supermarkets/hypermarkets, online retail, and other mediums that have generated a major portion of beer sales in recent times. These segments are growing year after year at a faster pace, owing to the wide variety of options available to consumers. The added convenience and price gap in comparison to on-trade channels have added to the demand further. The organized shelves of supermarkets/hypermarkets aid consumer convenience in buying beer in the European region. The wide range of products available, coupled with well-informed staff, is adding value to the cause.

Moreover, people are more interested in consuming beer at home, which further adds to the surging sales through off-trade channels. The major players in the market are also catering to these channels to increase their sales. Customers are shifting the way they shop and prefer online channels more. Heineken boosted its investment in e-commerce with a focus on its Beerwulf, GLUP, and Drinkies platforms to adapt to these changing consumer behaviors. The momentum during on-trade closures and the successful sales of the Blade, a beer tap for home use and small retail establishments that provide high-quality draught beer in 8-litre brewery-fresh containers, have been key drivers of growth for Beerwulf.

Europe Beer Market: Retail Sales of Beer, By Volume, in Hectoliters, Italy, 2021

Europe Beer Market Competitor Analysis

The European beer market is highly competitive, with the presence of global, regional, and local players. The market is fragmented, and the key players are focused on increasing their share in the beer market. Some of the major players in the European beer market are Asahi Group Holdings Ltd, Anheuser Busch InBev, Bitburger Brewery, Carlsberg Group, and Heineken NV, among others. Over the past few years, expanding presence in emerging economies has been one of the key market strategies for growth. The global and regional players in the market focus on understanding consumers' changing demands and creating products per their needs. Market players prefer product innovation and mergers and collaborations to expand their presence globally with a variety of products.

Europe Beer Market Top Players

  1. Asahi Group Holdings Ltd

  2. Bitburger Brewery

  3. Carlsberg Group

  4. Anheuser Busch InBev

  5. Constellation Brands

*Disclaimer: Major Players sorted in no particular order

Europe Beer Market Concentration

Europe Beer Market Recent Developments

  • In May 2022, The first House of Peroni Nastro Azzurro in Italy was opened in Rome. The idea was inspired by arguably one of the most popular super-premium Italian beers in the world, which is claimed to represent genuine Italian style, taste, and culture.
  • In February 2022, Molson Coors Beverage Company launched Madri Excepcional, its European-style lager, in many grocery stores in the region to cater to changing consumer preferences.
  • In October 2021, Two Roots Brewing Co. expanded its non-alcoholic craft beer’s reach into Europe. The beer has found relevance globally and has now been made available in different European stores.

Europe Beer Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Ale

      2. 5.1.2 Lager

      3. 5.1.3 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 On-trade

      2. 5.2.2 Off-trade

    3. 5.3 Geography

      1. 5.3.1 United Kingdom

      2. 5.3.2 France

      3. 5.3.3 Spain

      4. 5.3.4 Italy

      5. 5.3.5 Germany

      6. 5.3.6 Russia

      7. 5.3.7 Rest of Europe


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Asahi Group Holdings Ltd

      2. 6.3.2 The Boston Beer Company Inc.

      3. 6.3.3 Carlsberg Group

      4. 6.3.4 Oettinger Brewery

      5. 6.3.5 Heineken NV

      6. 6.3.6 Kirin Holdings Co. Ltd

      7. 6.3.7 Bitburger Brewery

      8. 6.3.8 Molson Coors Beverage Company

      9. 6.3.9 Constellation Brands

      10. 6.3.10 Anheuser-Busch InBev

    4. *List Not Exhaustive

**Subject to Availability
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Europe Beer Market Research FAQs

The Europe Beer Market market is studied from 2016 - 2027.

The Europe Beer Market is growing at a CAGR of 4.3% over the next 5 years.

Asahi Group Holdings Ltd, Bitburger Brewery, Carlsberg Group, Anheuser Busch InBev, Constellation Brands are the major companies operating in Europe Beer Market.

Europe Beer Industry Reports

In-depth industry statistics and market share insights of the Europe Beer sector for 2020, 2021, and 2022. The Europe Beer research report provides a comprehensive outlook of the market size and an industry growth forecast for 2023 to 2028. Available to download is a free sample file of the Europe Beer report PDF.

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