Young Germans embrace alcohol-free lager — and the beer industry is scrambling to keep up
Germany’s long-standing beer culture is undergoing a visible shift as younger drinkers increasingly choose alcohol-free lagers. While total beer volumes have dipped to multi-decade lows, the market for no- and low-alcohol brews has surged, prompting brewers, retailers and event organisers to rethink everything from production lines to marketing strategies. The change reflects evolving tastes, health…









