In Spain, where beer has long been considered an integral part of culture and leisure, the past two years have seen a noticeable decline in its consumption. Even in the most remote corners of the country, it’s hard to imagine a summer evening without a glass of cold beer on a terrace, yet the statistics indicate a shift in the habits of Spaniards.
According to industry data, beer sales in the country have declined for the first time since 2013. Over the past year, the average consumption per capita dropped below 53 liters, which is 5% less compared to the previous period. This downward trend has affected not only overall sales but also the revenues of producers.
Interestingly, while overall sales have fallen, non-alcoholic beer and zero-alcohol varieties are gaining popularity. Their sales have increased by 4%, and such beverages now account for 15% of the entire beer market in Spain. There is no other country in Europe where non-alcoholic beer is as popular, reflecting significant changes in consumer preferences.
Experts note that attitudes toward alcohol in Spanish society are gradually changing. More and more people, especially among the youth, are choosing non-alcoholic beverages, and this is no longer met with surprise or disapproval. The trend toward moderation affects not only beer, but also wine and spirits. Spanish wineries, despite improvements in product quality and success in foreign markets, are also seeing a decline in domestic demand. At the same time, consumers are increasingly opting for more expensive and higher-quality varieties, consuming them in smaller quantities.
Among the reasons for these changes, specialists cite rising health awareness and a desire for a more mindful lifestyle. The younger generation is increasingly giving up alcohol to maintain well-being. In some cases, this trend takes on radical forms, but overall, experts view it as positive for society.
Another factor contributing to the decline in alcohol consumption is the development of digital technologies. Whereas in the past, alcohol was often seen as a way to loosen up and meet new people, today, young people are increasingly using mobile apps and social networks for communication and dating. This diminishes the role of alcohol as a socialization tool.
Despite declining sales volumes, Spain still ranks sixth in the world and second in Europe in beer production, behind only Germany. Spanish brewers regularly receive international awards for the quality of their products. However, experts believe that leveraging beer’s popularity for political purposes, as sometimes happens in Madrid, is not entirely justified. Populist slogans related to the “Spanish pint” do not reflect real changes in society and the economy.
Overall, the Spanish beer market is undergoing a period of transformation. Traditional habits are being replaced by new values focused on health and responsible consumption. These changes are affecting not only the beer industry, but also the entire food service sector and leisure culture in Spain.
