The brewing industry in Greece generated €576 million in direct and indirect added value for the national economy in 2024, according to a new study by the Foundation for Economic and Industrial Research (IOBE), highlighting both its economic importance and the mounting challenges it faces.
The report outlines a sector under pressure from rising production costs, raw material volatility linked in part to climate change, and shifting consumer behavior, even as innovation and the growth of craft breweries reshape the market.
Output, consumption and market trends
Beer production in Greece reached 4.31 million hectolitres in 2024, with around 76 breweries currently operating in the country, reflecting steady growth in small and independent producers.
However, consumption patterns remain under strain. While demand approached pre-crisis levels in 2024, it is estimated to have fallen by 5% in 2025, reflecting tighter household budgets. Per capita consumption stands at 41 litres, among the lowest in the EU.
A clear shift has also emerged from on-premise consumption (such as restaurants and hotels) towards retail sales, despite continued growth in tourism.
Exports reached €35 million, doubling compared with pre-2010 levels, while imports rose to €39 million, underscoring stronger international competition and growing demand for foreign brands.
Economic impact and employment
The study estimates the total value generated by the broader beer supply chain—including retail and hospitality—at €2.041 billion, equivalent to 0.86% of Greece’s GDP.
Overall employment supported by the sector reaches approximately 73,000 jobs, most of them linked to hospitality and tourism. For every direct job in brewing, an additional 39 jobs are supported across the wider economy.
The industry also contributed €427 million in taxes in 2024, including €203 million from excise duties on beer. When VAT and broader supply chain effects are included, total tax revenues reach €1.53 billion.
Market structure and competition
The Greek beer market has undergone significant restructuring over the past 25 years. Market concentration has declined markedly, with the Herfindahl-Hirschman Index (HHI) falling by 43% between 2000 and 2024, indicating a more competitive landscape.
While leading players still dominate, smaller breweries and new entrants have steadily increased their presence. The share of private-label beers has declined after peaking earlier in the decade, while non-alcoholic and craft beer segments continue to expand.
Advertising remains an important competitive tool, though spending by the three largest domestic breweries has fallen from €45 million in 2015 to €35 million in 2024.
Costs, taxation and profitability pressures
The sector continues to face significant cost and tax pressures. The net profit margin stood at 10.5% in 2024, down from historical levels of 14–15%, reflecting higher costs and intense competition.
Beer excise duty in Greece remains among the highest in the EU, ranking sixth across member states and sitting roughly 50% above the EU average. Following successive increases between 2009 and 2016, the tax burden has nearly doubled compared with pre-2016 levels.
Including VAT, the total tax burden on beer is estimated at around 42% of the final retail price, with the state collecting €203 million in excise duties alone in 2024.
