Paulaner sells significantly more beverages - Paulaner defies Germany's beer slump with record sales and global demand

Paulaner has reported strong growth in both beer and soft drink sales for 2022. The Munich-based brewer sold 790 million litres worldwide, marking a 14% rise from the previous year. This success comes despite a shrinking German beer market, with the company's alcohol-free and non-beer offerings playing a key role.

The brewer's domestic beer sales climbed by 4.7%, even as Germany's overall beer market fell by 6%. Its flagship Munich Helles lager led the way with a 14.3% increase, while the broader Helles category grew by 7%. Wheat beer sales also rose by 1.5%, bucking the national trend of a 6.3% decline in that segment.

Exports contributed significantly, rising by 9%. China stood out with a nearly 25% jump in demand. Meanwhile, soft drinks now account for over a third of Paulaner's total sales. The Spezi beverage alone has seen a tenfold sales increase over the past decade.

CEO Andreas Steinfatt attributed the surge in Spezi's popularity to shifting consumer preferences. More drinkers are opting for alcohol-free alternatives, a trend the company has capitalised on.

The results highlight Paulaner's ability to grow in a challenging market. Its mix of traditional beers and expanding soft drink range has driven sales to record levels. With exports rising and domestic demand holding strong, the brewer's strategy appears to be paying off.