On July 30th, according to the Nederlandse Brouwers, the demand for beer in the country will continue to decline in the first half of 2026. The brewing industry is facing enormous pressure, partly due to the planned increase in consumption tax starting in 2027.
In the first half of 2026, the sales of alcoholic beer decreased by 2.8% year-on-year (5.3% year-on-year in the first half of 2025). This not only threatens the beer culture in the Netherlands, but also endangers the employment of over 70000 people from industries such as eoe beer breweries, catering services, logistics, retail, services, and agriculture.
The Brewers Association pointed out that after the consumption tax increase in 2024, the fiscal revenue not only did not increase, but also decreased. In addition to the increase in consumption tax, the government has also introduced a series of other measures that almost affect the prices of all goods and services, including the scheme of charging trucks by kilometer.
The Independent Brewers Association CRAFT added that breweries and bars in border areas are facing particularly difficult situations as residents in these areas are increasingly traveling to neighboring countries to buy beer. The beer consumption tax in the Netherlands is almost twice that of Belgium and four to nine times that of Germany, depending on the type of beer. Next year, the gap between the Netherlands and Germany will only widen further, as Germany has decided to exempt beer from an increase in alcohol consumption tax starting from 2027.
We, the representatives of the Dutch brewing industry, envy Germany's policies. The German government truly protects beer culture and does not pass on additional costs to beer enthusiasts, "said Hans Norman, the head of the association.
Non alcoholic beer brings hope to brewers, with sales expected to increase by 7.7% in 2026 compared to 2025 and 22% compared to 2024.
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