Market Developments and Growth Expectations in the Beverage Sector the Czech Republic, Slovakia and Austria

Beverage markets are currently developing in two directions at the same time: driven by consumers’ desire for self-optimisation, energy drinks, functional beverages and alcohol-free concepts are continuing to grow. At the same time, the need for community, atmosphere and shared experiences remains high – particularly in economically and socially challenging times. The “BrauBeviale meets Europe” tour addresses the background to these developments and will stop in Prague on 11 June 2026.

The markets in the Czech Republic, Slovakia and Austria reflect developments that can currently be observed across many parts of Europe. While traditional beverage segments such as beer continue to play an important role, alcohol-free beverages are gaining importance across numerous categories. Energy drinks, RTD concepts and alcohol-free beer offerings are particularly in demand and, according to Statista Market Insights, continue to show growth potential in all three markets under review, while consumption levels for alcoholic beverages appear to be declining.

The markets nevertheless show different areas of focus. In the Czech Republic, particularly high consumption levels for alcoholic beverages and alcohol-free beer stand out. Slovakia records above-average figures in the energy drinks segment, while Austria exceeds the European average, particularly in RTD coffee and tea beverages.

The Czech Republic in detail

The Czech Republic is among Europe’s highest-consumption markets. For 2025, Statista Market Insights estimates per capita consumption of alcoholic beverages at around 155 litres, significantly above the European average of 73 litres. In alcohol-free beverages, the market reaches a volume of 156 litres per capita, placing it just below the European benchmark of 179 litres.

Several alcohol-free beverage segments are particularly well developed. Consumption of energy drinks reaches 9 litres per capita, compared with the European average of 6.4 litres. RTD coffee and tea beverages also perform above the European average, reaching 1.5 litres per capita. In the mineral water category, growth of around 5 per cent is expected by 2030.

Slovakia in detail

Slovakia is one of the markets with particularly high consumption of alcohol-free beverages. For 2025, per capita volume is expected to reach 186 litres, placing it above the European average. Consumption of alcoholic beverages stands at 78 litres per capita, only slightly above the European benchmark.

The energy drinks category is particularly dynamic. At 12 litres per capita, consumption exceeds both the European average and the levels recorded in neighbouring Czech Republic and Austria. RTD coffee and tea beverages stand at 1.22 litres per capita, almost exactly in line with the European average of 1.28 litres. Mineral water also remains an important beverage category, with per capita consumption reaching 68.9 litres. Growth of around 7 per cent is forecast by 2030. 

Austria in Detail

For Austria, per capita consumption of alcoholic beverages is forecast to reach 110 litres in 2025. While this is below the Czech figure of 155 litres, it remains significantly above the European average of 73 litres. At the same time, alcohol-free beverages reach a volume of 154 litres per capita, placing Austria only slightly below the European average.

Particularly notable is the strong position of RTD coffee and tea beverages. At 2.1 litres per capita, Austria exceeds the European average and records the highest figure among the three markets analysed. Consumption of energy drinks reaches 9 litres per capita. Statista Market Insights also forecasts further growth in this beverage category.

Beer as a “social lubricant”

Alcohol-free beer offerings are also gaining importance. In 2025, per capita consumption of alcohol-free beer stood at 11.6 litres in the Czech Republic, 3.5 litres in Austria and 2 litres in Slovakia. Across Europe, the figure reached 2.7 litres per capita. At the same time, alcoholic beverages remain firmly established across all three markets. However, the rising consumption of alcohol-free beer demonstrates that consumers are increasingly switching between different consumption occasions and beverage categories.

Analyses by the rheingold Institute indicate that these developments go beyond a short-term lifestyle trend. In an increasingly uncertain and difficult-to-control world, many people are focusing more strongly on what they can influence themselves: health, performance, flexibility and personal stability. The institute describes this development as an attempt to remain as stable and capable of acting as possible within a complex reality. An aspiration that is also changing the beverage industry.

At the same time, the need for community and a sense of security is growing. This is precisely why beverage segments such as beer remain relevant. Beer stands for something familiar – craftsmanship, origin and tradition. In an uncertain world shaped by technological, social and economic disruption, this sense of groundedness is becoming increasingly important once again.

“Beer brands are ideally suited to creating places, atmospheres and moods in which a sense of community can be experienced and placed at the centre of the occasion,” explained institute expert Paul Bremer during the first stop of the BrauBeviale meets Europe tour in Copenhagen. “Beer brands and gastronomy should offer places that convey a sense of togetherness.”

Where the beverage industry finds answers

“We are currently witnessing some very exciting developments in the market,” said Markus Kosak, Executive Director at YONTEX GmbH & Co. KG. “Consumers want to remain productive and capable – while at the same time continuing to enjoy shared experiences. This means that our established and traditional beverage segments, such as beer, can continue to strengthen their role in the market. At the same time, the desire for self-optimisation is creating new opportunities for beverage manufacturers. Our exhibitors understand this and are presenting solutions for all the requirements facing the industry in Europe.”

The entire supporting programme of BrauBeviale 2026, taking place in Nuremberg from 10 to 12 November 2026, is geared towards the challenges facing the European beverage industry. Topics covered in the programme include changing consumption habits, alcohol-free concepts, flexible production requirements and the question of how manufacturers can economically serve different consumption occasions. On the Main Stage in Hall 9, beverage expert Charles Nouwen from Peer to Beer will discuss the role of beer between tradition, community and changing consumption habits.

It is already worth regularly visiting the BrauBeviale website: the exhibitor and product database is online, further information about the supporting programme is continuously being added, and the ticket shop for visitors is also open.