Romanian beer consumption falls to a 20-year low as imports gain ground

Romanian decline outpaces the EU market

Romania’s beer market contracted by 4% in 2025 to 14.4 million hectolitres, the lowest level recorded in the country for 20 years, Money.ro reported. The decline followed a period of relative stability in 2024, when the market stood at about 15 million hectolitres. Over the past four years, Romanian beer consumption has fallen by approximately 15%.

The contraction was substantially steeper than the wider European slowdown. According to Eurostat data cited by Money.ro, the European Union produced approximately 34.4 billion litres of beer in 2025, down 0.7% from the previous year but still 2.2% above the 2020 level. Germany remained the EU’s largest producer with 7.4 billion litres, followed by Spain with 5.3 billion litres and Poland with 3.5 billion litres. Together with the Netherlands and France, the five countries accounted for about 60% of EU production.

Romania’s Brewers Association identifies rapidly rising excise duties as one factor behind the domestic decline. Beer excise increased by 55% over four years, including a 26.2% rise in the latest 15 months. The industry says higher rates did not automatically generate more public revenue: despite a 14.7% excise increase in 2025, direct contributions paid by the association’s member producers fell by almost €30 million.

Imports rise as local brewers invest

Domestic breweries continue to dominate Romanian supply, producing approximately 95.5% of the beer consumed in the country. However, imports increased by 35% in 2025 to about 650,000 hectolitres. Their market share rose to 4.5%, from roughly 3% a year earlier. Exports remained near 330,000 hectolitres, equivalent to around 2.5% of the market.

The increase in imports adds pressure to a local industry that has continued investing despite falling demand. Romanian beer-sector investment reached approximately €100 million in 2025, up from €75 million in 2024. Maintaining high capacity utilisation will become harder if domestic volumes keep declining and imported products continue to capture share.

The sector and its supply chain support approximately 57,800 jobs, while their combined contribution to Romania’s GDP is estimated at about €3 billion. The beer market itself was valued at approximately €2.38 billion in 2025, making the decline relevant not only to breweries but also to agricultural suppliers, packaging companies, distributors and hospitality businesses.

Consumption shifts toward home and alcohol-free beer

Lager, including Pils and classic varieties, retained approximately 92% of the Romanian market in 2025. The strongest growth, however, came from alcohol-free beer and alcohol-free mixes. A 2026 study published by Romania’s Brewers Association found that 31% of respondents preferred the alcohol-free segment, rising to 39% among people aged 35 to 44.

The trend is also visible across Europe. Of the 34.4 billion litres of beer produced in the EU in 2025, approximately 2.1 billion litres were alcohol-free or contained no more than 0.5% alcohol. This gives Romanian brewers a growth category within an otherwise contracting market, although it does not yet offset the decline in mainstream beer volumes.

Sales channels are changing as well. Only about 9% of Romanian beer consumption in 2025 passed through restaurants, pubs and terraces, the lowest level recorded by the sector. Consumption moved further toward the home as household incomes came under pressure and hospitality prices increased. For domestic producers, the immediate challenge is therefore twofold: adapting products and distribution to changing demand while defending a market in which locally brewed beer still holds an overwhelming, but narrowing, advantage.