The Greek beer market is experiencing a period of stagnation in 2025, however supermarkets are recording impressive sales growth, according to a report by “Kyriakátiki Apogeumatinì”. As industry executives note, this year is characterized by significant changes in consumer habits that directly affect beer sales distribution.
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After the upward trajectory of 2024, when production increased by 4% reaching 4,180,000 hectoliters from 4,026,000 hectoliters in 2023, the current period shows a different picture. Per capita beer consumption remains at 38 liters annually, while approximately 10% of total production is directed toward exports.
Reduced restaurant consumption affects sales
The restaurant industry and broader HORECA sector are facing serious challenges in consumption. Despite a successful tourist season in terms of arrivals, meal consumption remained limited, negatively affecting the overall volume of beer consumption in the domestic market.
“September moved positively, but the restaurant industry generally faces problems due to reduced consumption. It wasn’t an easy year”, notes an executive from a well-known brewery.
Tourists significantly limited their spending on dining and entertainment, while many Greeks reduced their travel compared to previous years.
Double-digit increase in supermarket beer sales
In contrast to restaurants, supermarkets and retail sales showed excellent performance. Tourist activity worked as a booster for the “hot market”, with beer sales in supermarkets recording double-digit growth compared to 2023.
“The tourism component significantly boosted retail and beer sales in supermarkets”, market executives report.
The expansion of Airbnb-type accommodations is a key factor in this change. Many tourists prefer fully equipped apartments and prepare their meals there, transferring beer consumption from restaurants to home.
Regulatory framework limits promotional activities
The stricter regulatory framework imposed by the Development Ministry with the Code of Ethics affects sales. The new law prohibits discounts or promotional activities for more than 30 days, requiring a one-month break between commercial activities.
“We can no longer run continuous promotions, and this creates issues for us,” industry executives explain.
This restriction has a particular impact on beer, which relied on discounts for years to boost consumption.
2025 outlook and market stabilization
Beer production for 2025 is estimated to range between 4,100,000 and 4,200,000 hectoliters, confirming market stabilization. In terms of volume, the market appears stable with a slight upward trend, while value showed mild growth.
Tourism remains a key driver, but domestic demand continues to be pressured by high prices and cost of living. 2025 is not expected to be a growth year, as the market matures and stabilizes.
“The goal now is to strengthen consumption through targeted actions and partnerships, without disrupting the balance of prices and profits”, industry executives emphasize.
