In the first half of 2026 alcoholic beer sales fell by as much as 11.9 percent, and despite the sharp increase in non-alcoholic beer sales, this trend is unable to arrest the dramatically deepening economic downturn in the brewery industry, which supports 85,000 jobs, including in agriculture, logistics, bars, and catering.
The beer market has been falling continuously for eight years. Between 2018 and 2025, the market lost over 7.5 million hectoliters in beer sales, which corresponds to the annual production of three medium-sized breweries. In the first half of 2026, there is no sign of a rebound. According to data from the Polish Central Statistical Office, production of alcoholic beer fell by 11.9 percent compared to the same period last year.
“The first half of this year is not encouraging. An alcoholic beer sales decline of almost 12 percent shows how troubled the brewing industry is in Poland. There are several sources, primarily the global NoLo trend (no or low-alcohol) or the ‘Better for You’ trend, which are increasingly effectively translating into the consumption behavior of Poles. Economic issues are also important: beer is a very price-sensitive product, and its retail price has increased by over 40% in recent years,” says Bartłomiej Morzycki, general director of the Association of Brewing Industry Employers Browary Polskie.
Non-alcoholic beer gaining traction
In the first half of 2026 production sold of 0.0 percent alcohol beers increased by as much as 16.2 percent, and in June by as much as 30.1 percent year over year.
“Non-alcoholic beers are a daily choice for professionally active people, drivers and consumers who care about their health and consciously limit their alcohol consumption. They are increasingly choosing 0.0 percent products so as not to give up social rituals or the taste of beer itself. This is a pan-European trend that meets public health objectives,” said Bartłomiej Morzycki.
Breweries unprecedented regulatory and financial pressure
For almost a decade, breweries have consistently developed the 0.0 percent segment, investing in new technologies and innovative products. Variants without sugar and calories, enriched with vitamins and electrolytes, are appearing on the market. At the same time, research shows that non-alcoholic beer has a strong substitution effect, helping reduce alcohol consumption.
“Recent CBOS research has shown that almost one in four Poles has given up alcohol, and among those who consume alcohol, more than half also reach for non-alcoholic beer. The substitution effect makes this segment of social, health and economic importance. Therefore, in many European countries it is supported by the state as an effective element of alcohol consumption reduction policies,” said Bartłomiej Morzycki.
Meanwhile, several projects concerning the alcoholic beverages market are currently moving forward in Poland, which may hinder the further development of the non-alcoholic beer segment, including changes to the “Act on Upbringing in Sobriety and Counteracting Alcoholism,” as well as a proposal to abandon the current excise map. At the same time, the sugar tax in Poland might be expanded and the VAT for zero-income earners may also be increased.
“Never before has the brewing industry faced such a large number of simultaneous changes. Each of them individually affects the operating conditions and competitiveness of beer in the alcoholic beverage market, and their combined impact may threaten the stability of many sectors in the brewing industry value chain. Moreover, the proposed changes go against the grain of socially acceptable alcohol reduction policies,” said the general director of the Polish Breweries Association.
Risk to the entire economy
The brewing industry represents 85,000. jobs, including thousands of farms and Polish enterprises in related sectors. Beer production accounts for approximately 0.56 percent of Polish GDP and contributes billions of zlotys to public finances each year in taxes and contributions.
According to data from the Association of Brewing Industry Employers Browary Polskie, the industry uses approximately 400,000 tons of barley malt, 75,000 tons of other cereals, over 130 tons of alpha hop acids and approximately 30,000 tons of apples used to produce flavored beers. The reduction in production means lower orders for packaging manufacturers, logistics and transport companies, as well as lower turnover for retail and catering.
“Poles are drinking less and less alcohol. If we add sharp tax increases and further administrative restrictions to natural consumer changes, we risk halting positive health trends and deepening the crisis of the entire value chain. Today, we need a well-thought-out, common-sense and emotion-free economic policy towards our industry,” said Bartłomiej Morzycki while speaking on behalf of the brewing industry.
