Cheers: non-alcoholic beer in the spotlight

Whether classically brewed, as a refreshing beer mix drink, or in a modern non-alcoholic version, beer has a firm place in the everyday lives of many people, including our users. There is a clear trend towards non-alcoholic alternatives. According to the Federal Statistical Office, around 579 million liters of non-alcoholic beer were produced in 2024, almost twice as much as in 2014. Shandy and other mixed drinks are also showing slight increases, while the production of alcoholic beer has declined by 14% since 2014.

Whether interpreted traditionally or contemporarily, our media brands offer the ideal stage for your campaign. 56% of BILD readers drink beer at least once a month (index 130). 28% of BILD.de users prefer beer mix drinks (index 139). 26% of WELT readers regularly consume non-alcoholic beer (index 178).

Besonders auffällig: 77% der Gen Z, 82% der Gen Y und 89% der Gen X User von AXEL SPRINGER Medien trinken einmal oder mehrmals pro Monat alkoholfreies Bier und gehören damit zu einer Zielgruppe, die offen für innovative Produkte und neue Geschmacksrichtungen ist.

This strong presence and active willingness to consume across all generations makes AXEL SPRINGER Media one of the most effective and far-reaching environments for raising the profile of beer brands, successfully launching new varieties, and reaching consumers directly at the moment they make their decisions and enjoy their products.