Why not try vinegar instead of fruit brandy? This is how our restaurateurs are reacting to the falling demand for alcohol

District. These headlines – all from 2024 – have heavy drinkers just as interested in knowledge as teetotalers:

A new trend is emerging. In Germany, as in many other European countries, consumer behavior has changed. Younger generations tend to drink less alcohol than older ones, and there is a growing trend toward more conscious consumption, which is reflected in the growing popularity of non-alcoholic beers and wines.

Can this trend also be broken down to the Nienburg district? We asked restaurateurs.

Frank Mayland-Quellhorst belongs with his “Hof Frien” in Höfen near Uchte is one of the largest restaurateurs in the district. He approaches the theory of more sensible consumption from two sides. At large celebrations such as weddings, he has noticed: “It does make a difference whether you come from the village or the city.”

This means that the average villager is connected to clubs, fire departments or similar institutions in a completely different way than the city dweller and is therefore more often part of gatherings where a crate of beer is traditionally placed in the middle. In his eyes, villagers are therefore generally more likely to drink when celebrating.

In principle, however, Mayland-Quellhorst is prepared to confirm the trend in his company. “Beer consumption is declining sharply. People are enjoying Lillet or Aperol much more often and drinking it more consciously.” Non-alcoholic wines have long been on the menu.

The impression confirmed Hans-Heinrich MeierOperator of the “Hunter’s Mug” in Sonnenborstel with a restaurant and a large catering service. “We are definitely noticing a change in drinking habits,” says Meier. He has long had non-alcoholic wines in his portfolio, and at receptions his employees serve at least a third of the aperitifs that are non-alcoholic.

Hans-Heinrich and Nathalie Meier run the “Jägerkrug”.

Source: Jägerkrug

Meier now has an alternative to every drink known to be alcoholic, such as non-alcoholic Lillet or 0.0 Limoncello for cocktails. And he even has a tip for digestifs: instead of high-proof fruit schnapps, he serves high-quality non-alcoholic drinking vinegar after the meal, for example in blueberry, blackcurrant or mandarin flavors. It sounds a bit strange, but it is increasingly gaining fans.

Why not try something new? The “Jägerkrug” has drinking vinegar in various flavors.

Source: Schwiersch

“We don’t make the most sales from non-alcoholic drinks, but our guests appreciate what we have to offer,” says Meier. It has long been a duty in the catering industry to pay more attention to the special wishes and needs of guests, even if a vegan menu or one for people with allergies sometimes takes just as much time as the 50 “normal” dishes.

Hans-Heinrich Meier sees a fundamental change in drinking habits. In the past, guests would sometimes get behind the wheel without a care in the world after a pleasant evening with schnitzel and beer. Today, the fear of losing one’s license is much greater. Meier: “And at events such as baptisms, we see that people stop after just half a glass of wine.”

Friedrichs: People are drinking more consciously

One of the largest restaurateurs in the district is Heiko Friedrichs from the “Rohrbach” in Glissen. He has also noticed a change in habits. “People are drinking more consciously, ordering a wine spritzer, a Lillet or a gin and tonic.”

Heiko Friedrichs has also noticed a change in drinking behavior.

Source: Nikias Schmidtki

Beer sales fell by 4.5 percent or 394.2 million liters in 2023 compared to the previous year. According to the Federal Statistical Office (Destatis), breweries and beer warehouses based in Germany sold a total of around 8.4 billion liters of beer. The trend is similar for wine: According to the report, wine consumption in relation to the total population fell from 19.9 to 19.2 liters per person compared to the same period last year. Germans also drank an average of one bottle of wine less per person.

However, Friedrichs cannot confirm an increased demand for non-alcoholic beer, “the proportion is hardly measurable.” Friedrichs does offer what are known as beer mixies, including mixed beer drinks. “The market has been flooded with many variations for some time now.” However, many are one-hit wonders.”

Benjamin Michaelis, owner of the “Maximilian” restaurant.

Source: Stüben

Benjamin Michaelis leads the “Maximilian”is also the organizer of large celebrations such as the “Weser Wiesn”. He says: “So far, everything has remained the same both at Max and at events.” With a wink, he adds: “Sometimes Nienburg needs something to pick up on new trends.”

DH