Austrian beer consumption falls 25% from 1990s levels as brewers adjust output
Austrians now drink about 30 litres less beer per person annually than in the 1990s, a decline of roughly 25%. Brewers are responding to weaker demand by investing in alcohol-free and lighter beer, smaller packs and returnable packaging.
Consumption habits change across age groups
Beer consumption in Austria has been declining for years, leaving average annual consumption per person about 30 litres below the level recorded in the 1990s. That represents a decrease of approximately 25%, according to figures cited by SEEbiz. The decline is reshaping a national brewing market that still includes hundreds of producers and generates annual turnover of about €1.4 billion.
Austrian brewers say the shift is visible across all age groups rather than being limited to younger consumers. For many people, the traditional beer after work is no longer part of the daily routine. The industry identifies demographic change, greater household caution over spending and evolving consumer preferences as the main reasons for the long-term contraction.
Production dropped in 2025
Austria produced 9.25 million hectolitres of beer in 2025, according to the Austrian Brewers Association. The total, which includes alcohol-free varieties and exports, was 7.1% lower than a year earlier. The figures indicate that changing domestic consumption is now being reflected in brewery output, even when growing product categories and foreign sales are included.
The contraction presents a particular challenge for an industry with 361 breweries and approximately 3,500 employees. Lower volumes can intensify competition for retail listings and hospitality sales while putting pressure on the utilisation of brewing and packaging capacity. The effect will vary by producer, but companies across the market must adapt their portfolios and pack formats to a smaller traditional-beer segment.
Alcohol-free beer gains share
Alcohol-free varieties are moving in the opposite direction. They now account for around 4% of total Austrian beer production, and industry representatives describe the category as a rapidly developing segment. Its current share remains modest, however, so growth in alcohol-free beer does not yet offset the broader decline in conventional products.
Austrian breweries are consequently increasing investment in alcohol-free and lighter beers. They are also introducing smaller package sizes and putting more emphasis on returnable packaging. These measures address several changes at once: moderation in alcohol consumption, tighter household budgets and demand for formats better suited to lower-volume occasions.
Brewers face a portfolio challenge
The market is therefore shifting from reliance on established consumption routines toward a more varied product mix. Producers must protect sales of conventional beer while building categories that correspond to new drinking habits. Smaller packs may support affordability and portion control, while returnable containers can differentiate packaging strategies without depending on higher consumption volumes.
Austria retains a substantial brewing base despite the decline. Its 361 breweries, about 3,500 jobs and roughly €1.4 billion in annual turnover show that beer remains an important manufacturing and consumer sector. The central commercial question is whether investment in alcohol-free beer, lighter products and alternative packaging can grow quickly enough to support breweries as per-capita consumption of traditional beer continues to weaken.
