Day of German Beer 2019: Pils has an image problem

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Pils remained with a sales volume of about 3.2 billion liters alone in the food trade and beverage pick-up markets, although the favorite variety of Germans. But not even the super summer 2018 could prevent a further decline in sales. Pils "has an image problem with regard to the young target group," emphasized Strobl. In addition, the brand loyalty of consumers is decreasing.

On the other hand, alcohol-free beer variants are becoming increasingly popular. "What used to be extraordinary is already established today. For the beer market and also for the stumbling classics there is still a lot of potential in the non-alcoholic assortment, "said Strobel. In Rhineland-Palatinate, Hesse and the Saarland, non-alcoholic beer now ranks number two in the variety-popularity scale, according to market researchers. Especially the demand for beer mix drinks is growing strongly.

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