Beer consumption in Greece is shifting away from restaurants, bars, and hotels (on-trade) toward supermarkets (off-trade), according to Athenian Brewery. Market insiders tell OT that the trend is driven by inflation, tighter household budgets, and changing tourist habits.
Hospitality Sector Under Pressure
The company admitted that summer 2025 was not particularly strong for on-trade beer consumption. Taverns, restaurants, and hotels saw reduced orders, influenced by the rise of Airbnb rentals and all-inclusive hotel packages.
“Purchasing power does not seem to be improving,” Athenian Brewery sources noted, suggesting the difficult outlook may continue through the rest of the year.
Yiannis Liaros of EPOES (the Greek Federation of Collective Catering and Entertainment) said the market is characterized by fewer tables, smaller orders, and restricted daily spending. “Supermarkets compete directly with restaurants,” he explained, as both tourists and Greeks increasingly opt for cheaper choices.
Supermarkets Gain Ground
By contrast, supermarkets posted solid beer sales during the first eight months of 2025, with branded labels strengthening their market share.
Industry data confirm the shift: according to Circana, beer demand rose in the first four months of 2025, with sales volume up 15.3% and value up 14.7% compared with last year.
Brewing Industry at a Crossroads
The Greek beer sector remains in transition, challenged by seasonality, costlier raw materials, pressure on household income, and evolving consumer behavior.
On-trade sales account for 50–60% of total beer consumption, but incomplete reporting makes the segment hard to measure precisely. What is clear, however, is that hospitality venues remain the industry’s weak spot.
