Across much of Europe, beer consumption continues to decline, but Portugal is still moving against the trend.

In traditionally beer-loving countries such as the Czech Republic, Slovakia, Belgium, Germany and Austria, people have been drinking less beer. In Slovakia, average consumption has fallen to around 48 litres per person per year, down from nearly 63 litres in 2020 and more than 90 litres in the 1990s. Even in the Czech Republic, which remains the world’s leading beer consumer with more than 120 litres per person annually, consumption has been gradually declining. Rising prices, new taxes, changing lifestyles and growing interest in healthier habits are among the reasons cited for the trend. At the same time, the non-alcoholic beer segment is expanding rapidly across Europe.

Portugal presents a different picture. According to the Cervejeiros de Portugal association, beer production increased by 1.73% in 2025, while sales rose by 0.88%. One particularly striking figure is that around 67% of all beer consumption takes place in bars, restaurants and other hospitality venues — measured not by value but by volume. This reflects how deeply beer remains embedded in Portugal’s culture of socialising and meeting outside the home. The tradition of enjoying an imperial — the small glass or serving of draft beer commonly found in Portuguese bars — has almost overtaken the custom of drinking homemade wine from a chilled carafe. Price also plays a role: beer in Portuguese bars is significantly cheaper than in Germany or Austria, and an imperial can still easily be bought for €1.50 to €2.

Consumer preferences are changing as well. Demand for non-alcoholic and 0.0% beers grew by 11.45% over the past year, while the segment has expanded by 25% across Europe over the past five years. As a result, the Portuguese market is growing in two directions at once: traditional beer-drinking culture remains strong, while interest in lighter alternatives continues to gain momentum.

It is no coincidence that Lisbon is hosting Europe’s largest gathering of beer industry representatives this June. Participants are discussing sustainability, taxation, packaging, consumer health and the future of the sector. For Portugal, the event is also a sign that its brewing industry now occupies a prominent place on the European beer map.