The German Beer business
The statistics are a tragedy for beer-lovers - for the first time since German reunification in 1990, annual German beer sales dropped below 100 million hectoliters.
The Federal Statistics Office released the depressing data on Thursday: German breweries sold 98.3 million hectoliters of beer in 2010, 1.7 percent less than in 2009.
Even more demoralizing, domestic consumption went down by even more. Beer turnover in Germany sank by 2.9 percent to 83.4 million hectolitres - only 101.8 liters per person.
But Marc-Oliver Huhnholz, spokesperson for the Association of German Brewers (DBB), said German demographics made the decline inevitable.