Decline in beer consumption hits the North particularly hard - Schleswig-Holstein's Beer Crisis Deepens as Sales Hit Record Lows in 2025
Beer sales in Schleswig-Holstein have been falling for years, with the craft beer boom now fading. At its height, craft beer made up just over one percent of total sales in the region. The decline reflects broader trends, including shifting consumer habits and a weak summer in 2025.
The German beer market shrank by 6% in 2025, dropping to 7.8 billion litres—the lowest level since reunification. In Schleswig-Holstein and Hamburg, sales fell even sharper, down 10.6% to 242 million litres. Industry experts point to health awareness, an ageing population, and changing attitudes among younger drinkers as key reasons for the drop.
The craft beer movement in Schleswig-Holstein peaked around 2015-2016. After a period of rapid growth, the number of breweries settled at around 30-35, with some smaller operations closing while established names endured. Today, the region has over 20 active breweries, many of them microbreweries or pub-based.
Large producers like Flensburger Brauerei and Dithmarscher Brauerei remain the most recognised names. Pilsner continues to dominate as the preferred style, though demand has softened. The cool, wet summer of 2025 likely worsened the decline, particularly in northern Germany.
Beer consumption in Schleswig-Holstein is at its lowest in decades, with craft brewers facing a tougher market. While established names persist, the industry must adapt to weaker demand and shifting tastes. The region's breweries now operate in a smaller, more competitive landscape.
