Health researchers are raising concerns about the accelerating popularity of ready-to-drink alcoholic beverages in Germany. According to a report published in the “Süddeutsche Zeitung” this trend echoes the controversial “alcopop boom” of the 2000s.
Market data from Nielsen IQ, cited by the newspaper, indicates a surge in sales of spirit-based mixed drinks, reaching over €715 million in the past twelve months (July 2024 – June 2025). Sales have increased by 20 percent in just two years, with figures rising from €595.2 million (July 2022 – June 2023) to €684.9 million (July 2023 – July 2024).
Tobias Effertz, a researcher at the University of Hamburg specializing in the economic costs of alcohol consumption, told the “Süddeutsche Zeitung” “This is the same problem as in the noughties. Strong sweetness is combined with alcohol. This makes it easier for young people to consume it. The situation is even more dangerous now because the alcohol content is higher.
A notable feature of these new mixed drinks is their consistent alcohol content of 10 percent. Effertz points to a loophole in the 2004 alcopop tax law. The then-red-green federal government imposed a punitive tax on alcopops, which applied up to an alcohol content of 10 percent – precisely the value of these new mixed drinks, which are therefore not affected by the tax.
The researcher is calling for a reform of the alcopop tax. “The tax rate must be made progressive: the tax increases as more alcohol is contained” Effertz stated. He suggests that reduced alcohol consumption could save billions in healthcare costs.
The Federal Ministry of Health declined to comment specifically on a potential reform, referring instead to educational and informational work as instruments of alcohol prevention.
Andreas Heim, a market researcher at Nielsen IQ, described spirit-based mixed drinks as a growing category within the alcohol industry. He noted that the ready-to-drink dosage format appeals primarily to younger demographics.
The spirits industry countered criticism, emphasizing that its products are already disadvantaged in terms of taxation compared to beer and wine due to the alcohol tax (formerly excise duty).
