Healthier Beer: A Sobering Concept for Oktoberfest

Despite millions of litres of beer being sold during the festival, overall German beer consumption continues to fall. It remains the world’s fifth-largest market, with the second highest rate of per capita consumption, yet habits are changing helped by an aging population and today’s health conscious consumer.  Low/non-alcoholic beer is the one category to benefit from this and although it remains small, it does offer an opportunity against the sobering backdrop of overall market decline.